Low-cost network provider Giffgaff has launched a bold new campaign which will see it freeze its UK prices until the end of next year in the hopes of providing some much-needed stability to its customers.
Created by independent agency Neverland, the omnichannel campaign is spearheaded by a playful 30-second spot which predicts what life might be like in a year’s time.
With much having changed, one thing will remain constant – Giffgaff’s price-freeze promise – as is indicated by the catchy tagline: “Prices that won’t change, for a change”.
The short film and various other materials will be rolled out across TV, radio, social media, PR, print and out-of-home, running from 12 September to 30 October.
The campaign will also feature a rather innovative twist on the digital-out-of-home format, with fluid ads that react to news stories as they break.
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With audio visual strategy being handled by London-based Havas Media UK, this campaign marks Neverland’s first piece of work for Giffgaff since securing its account earlier this year.
“Our members tell us they’re concerned about rising costs, and the uncertainty of what their bills might look like next year,” Giffgaff chief marketing officer, Sophie Wheater said.
“We wanted to do what we can to help, at a time when people need it most. We’ve always taken a stand on what our members care about most – whether that’s sustainability, loneliness during the pandemic, accessibility, and now, the cost of living.
She continued: “Crucially, we wanted to tell the story in our own Giffgaff way, with a light-hearted approach that feels relatable amid the difficulty of this year. Whatever changes in 2023, our members have certainty that our prices won’t.”
Neverland executive creative director, Noel Hamilton added: “Creating a vision of what things will be like next year was a unique creative task. I’m so proud of the rich world my team and Irresistible Studios created. It’s an exciting first step on our longer term plans for Giffgaff as a brand.”
