Giffgaff’s Refurbished Phones Launch Campaign

D&AD is a renowned organisation within the marketing and advertising circles, recognised for hosting competitions focusing on various facets of marketing. This competition involves the utilisation of real briefs provided by real companies. Giffgaff was one such company that took part in the 2024 New Blood Award competition. The following creatives have been developed with this specific brief in mind.

Background:

• Giffgaff is a well-known telecom provider in the UK. Known for its economical and customer-friendly packages, it recently delved into the refurbished phone business.

• According to the brief, the challenge was to create an advertising campaign that would make people aware of this new service and cement Giffgaff as the go-to site for purchasing refurbished phones in the UK.

• The target audience was aged 18-35, with a particular focus on university/early young professional audiences who were looking for more affordable tech.

Creative process:

Market research summary(condensed): Refurbished phones are an emerging market, and more and more customers are considering purchasing refurbished phones. This trend is more prevalent among the younger generations between the ages of 18 and 34(more than 40% of the overall buyers). Mid-priced refurbished phones between $200 and $350 lead this segment due to the balance they strike between value and price.

Competitor research summary(condensed): Though there is good competition from both online and offline players in this segment, Giffgaff's low barrier to entry, high reputation, and breadth of choices make it stand out.

Customer research summary(condensed): An indirect research method was used to gain insights into the target customers. Reddit, Quora, YouTube, TikTok, customer forums, and industry reports were parsed to understand the target customers. Their likes, dislikes, lifestyle, and financial attitudes were taken into consideration to create their personas.

Feature-benefit-value analysis: Laced with the above research a feature-benefit-value analysis was done in order to get a creative direction.

Here's the table for that analysis:

Product/Services	Benefit	Value
Range of products	Don’t have to just settle with something	Freedom
Flexible EMIs	Low barrier to purchase	Instant gratification
Reputable	Trust	Security
Interest-free EMIs	Savings	Fulfillment
Upto 24 months of service	Sense of security	Peace
Cost less than the competitors	Big on savings:	Satisfaction/ Happiness

Myths/Human Insights: Myths are the commonly held but false beliefs of consumers that shape their perceptions and influence behaviour. Based on the research above and the goal of this campaign, which was to create awareness about the launch of their new service, the following two myths were narrowed down.

Myth 1: It costs a lot to upgrade to a phone with all the latest tech

Myth 2: Refurbished phones can't be relied on

Creatives based on the Myth 1

Creatives based on the Myth 2

Breakdown of the banners