"We're up to good"
Giffgaff’s vibrant, playful and bold brand is all about making mobile technology affordable and accessible, especially for young professionals and students. With a focus on refurbished phones, they aim to connect with this audience who seek quality devices at budget-friendly prices. They’re actively seeking creative ideas to further engage and resonate with this group, all while staying true to their fun and approachable personality.
connecting to the audience
In a survey of 175 people , 96.4% of participants who had never bought refurbished technology expressed interest in the refurbishment process, but participants shared many concerns related to trust, and lack of information. Participants expressed that they would prefer to buy from a certified electronics dealer or another established technology source such as a cell-phone carrier, but would begin a search for refurbished technology on riskier and unchecked sources like Amazon and Google
What does the Audience Need?
The survey explored why respondents buy new phones and their views on the refurbishment process. A majority, 60.6%, pointed to uncontrollable factors like physical damage or wear as the main reasons for purchasing new devices. While 82% expressed interest in refurbished technology primarily for its cost savings, they viewed environmental sustainability as a less important factor, with many concerned about the reliability of refurbished phones, but feeling reassured by warranties.
A Strategy ready for takeoff
From this information, I determined that the primary audience for this campaign is people dealing with the unexpected, like a broken phone, and unable to afford a replacement, while the secondary audience is those frustrated with traditional mobile options and looking for something new. To make GiffGaff synonymous with refurbished technology, we can introduce a fresh, memorable space theme that blends humor and excitement, featuring a relatable, clumsy astronaut character. This would position GiffGaff as the reliable brand that saves the day, offering reassurances like warranties.
One Small Step for You, one Giant Leap for Phone-kind.
External link: https://www.youtube.com/watch?v=MZ-9obflMNA&t=3s
A Campaign in Space
This campaign should focus on channels that resonate with the target audience, such as social media, YouTube ads, and billboards. Humorous snippets from the campaign, like the Da Vinci reference, can be incorporated across various touchpoints, including the website, packaging, and stickers. This approach ensures a cohesive and engaging experience for the audience across multiple platforms.