Mobile phone network Giffgaff has unveiled its first campaign since Pablo took over the account from fellow indie agency Neverland earlier this year.
The 31-second spot shows the protagonist in something of a dream world as she elegantly plays a trumpet in a flowery field.
The film then cuts to her blowing unappealingly through a traffic cone, prompting a nearby workman in a high vis jacket to ask: “Are you on giffgaff or something?”
With the hero campaign at the helm, the new brand platform aims to showcase giffgaff’s ‘Up to Good’ positioning via an above-the-line campaign planned and bought by MG OMD.
Drawing on data-driven targeting and signals, the activity is set to appear in joyful and uplifting content that emulates the “Are you on giff-gaff or something?” feeling.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“We’ve really enjoyed the ride with giffgaff since winning the business back in June. When we started working together, we were pleasantly surprised with the great perks of being a customer; and by the values and culture of the organisation,” said Pablo partner and chief strategy officer Mark Sng.
“This brand platform is a way to spread all of this good news, in a disruptive and entertaining way.”
Giffgaff chief marketing officer Sophie Wheater added: “Are you on giffgaff or something?’ shows audiences the joy people feel at being with a network that is constantly doing good for its customers through simple, flexible products and great value offers. It builds on our Up to Good positioning and will hopefully raise a smile when people watch the ad.”
In media the MG OMD team captured this feeling by evolving its planning tactics using data driven targeting signals to reach customers more effectively.
MG OMD business director Georgie Skorzewski added: “We’ve really enjoyed working alongside Pablo to bring the new platform to life, evolving our planning principles to maximise impact, whilst keeping our dedication to sustainable and inclusive media planning front of mind.”
