giffgaff: The Big Swim

giffgaff, a mobile network operator, created an avoidable campaign in the UK in order to improve brand sentiment and consideration.

Campaign background

Would you be more inclined to give a new brand a chance if they weren't pushing their content on you?

Turning the textbook on its head, giffgaff wanted to find out.

Strategy

giffgaff is a huge challenger network in the UK, with a loyal following built from seven years of respectful relationship building with their members and young adults.

All Response Media would mirror this respectful approach in their outreach to new audiences, by creating the 'avoidable' campaign.

Research showed that positive sentiment is a primary driver in building brand preference, trust and ultimately consideration. The 'avoidable' campaign...

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