Mobile phone brand Giffgaff has fixed its prices until the end of 2023 amid inflation, announced in its latest advertising campaign.
‘Fast Forward’ predicts what life might look like in 2023: sky-high prices; houseplant influencers; chatbot marriages; chainmail as the latest fashion; and turnip lattes. However, one thing that will remain constant is Giffgaff prices. The spot ends with the tagline: ‘Prices that won’t change, for a change.’
The 360° campaign is the first one developed by Neverland following its appointment as Giffgaff’s creative agency. The AV strategy has been devised and developed by Havas Media UK (part of Havas Media Group UK) and focuses on on-demand, YouTube and connected TV (CTV), as well as social media to reach relevant target audiences. The cross-channel campaign will feature across TV, radio, social media and PR. It will be supported by print ads as well as out-of-home (OOH) and digital out-of-home (DOOH) placements.
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Sophie Wheater, chief marketing officer at Giffgaff, said: “Our members tell us they’re concerned about rising costs, and the uncertainty of what their bills might look like next year. 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.
“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.”
Noel Hamilton, executive creative director, Neverland, 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.”