the giffgaffgaff experience

This brand activation was a response to a D&AD New Blood award brief, asking for 'a real world or digital brand experience'. Giffgaff wanted the activation concept to bring potential future members into the world of ‘mutual giving’. This tounge-in-cheek experiential campaign allowed the public to explore giffgaff’s brand values through a series of fun and exciting activities. 

Each room in the giffgaffgaff represented a different value held by giffgaff as a company. The 'GIF booths' hinted towards the brands digital presence. Giffgaff are very committed to their online customer service, giving answers in seconds. The GIF booth held an interface that would potentially gain new customers and also spread the word about giffgaff via the participants social media. This came in the form of giffgaff branded GIF booth frames.

The 'Network Escape Room' expressed how other carriers 'trap' you into a contract were as with giffgaff, users are free to come and go as they like.

Finally the garden area of the giffgaffgaff held The 'giffgaffwhiffwhaff' - a community table tennis area in which giffgaff's attitude to helping each other out via communication amongst it's members. Giffgaff is a mobile network that is effectively run by its users. All activities give participants a chance to gain 'payback points' when interacting with the house. This is effectively an incentive for new members to join whilst interacting with the giffgaffgaff. If the participant is already a member, the points get added to their account, giving them rewards and prizes.