giffgaff
Havas Media
The Challenge: Covid-19’s impact was felt acutely within the Telco category and all hopes were pinned on Black Friday to help recoup the lost sales of the first half of the year. However, the production of a single handset takes the equivalent weight of CO2 emissions and only 13% of people recycle their handsets properly. The competition has spent years telling people they need to upgrade their phone every two years. This isn’t sustainable.
The Execution: The overarching meaningful brand idea ‘giffgaff gives back’ was born. ‘Check your drawers’ encouraged people to check for any old phones and to then sell in time for Christmas and donate some of the money to charity. Good-Loop then helped us give back through video; when the user watched our ad, they unlocked their free donation. Good-Loop ensures all campaigns are totally carbon neutral – actively reducing the impact of digital activity on the climate.
The Results:We sparked the right conversations and during the 3-week campaign period, buzz increased by 20ppts. The LadBible content reached 15.3m people and drove 36,085 unique visitors to the ‘Check Your Drawers’ hub and 1,220 handsets put back into circulation. Good-Loop activity unlocked £21.3k of charitable donations as a result of our audience’s (carbon neutral) watch time. Positivity towards giffgaff increased, 83% found the videos to be positive and 80% now feel more positive about giffgaff creating a stronger affinity towards the brand. Giffgaff is now #1 in the category for levels of Refurbished Handset Awareness with refurbished handset sales up +15% and 1220 handsets put into circulation fuelling circular economy.
