Mobile network Giffgaff has today (14 April) unveiled a new brand positioning and creative North Star with the launch of its latest integrated campaign “Ode To Bad”.
Created in partnership with London agency Neverland, the “We’re Up To Good” creative platform will reflect Giffgaff’s redefined strategy and ‘vision of using connectivity for good’.
According to the agency, the playful new creative was borne out of widespread consumer demand for businesses ‘to be better’ and ‘lead positive change’, with 94% of respondents to a recent Trustpilot survey saying that a brand’s honesty and transparency is important to them.
Centred around a 60-second hero spot, the campaign will run across TV, cinema, video-on-demand, out-of-home and digital, promoting a bold new visual identity for the challenger brand.
The campaign will also mark Giffgaff’s transition to a B-Corp certified business, with media planning and buying for the new push reflecting these values.
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“Giffgaff’s new brand positioning comes at a key time for consumers when pricing is no longer the only driving factor when looking for a new product; they’re looking for value and values from the businesses they put their trust in,” Giffgaff joint head of brand and advertising, Alexa Ponking said.
“We’re Up to Good, complemented by the Ode to Bad creative, provides a range of angles to demonstrate the positive lessons we’ve learnt from bad behaviour. It also represents an evolution of Giffgaff’s core beliefs while continuing to put our members at the heart of everything we do by connecting to our key values.”
Managed by MG OMD, the mobile network’s approach will be based on ‘responsible reach’ with a range of ominchannel assets unlocking a charity donation of Giffgaff’s choice.
Neverland executive creative director, Noel Bunting added: “Thank you bad for showing us how to be good.”
