giffgaff Waves Goodbye to Bad and Rewrites the Rules of Mobile Contracts

Mobile network giffgaff has launched its first 18-month contract offering with a bold new campaign. Marking the first new product offering since launching its latest brand positioning, ‘We’re Up To Good’, giffgaff’s Good Contracts promise to redefine the industry and set new standards for customers looking for a long term SIM contract.

The ad begins with a lavish business dinner, crowded with overzealous fatcats. As the camera pans the table, the voice over calls out the ‘contract confusers’ and ‘price risers’ dramatising bad contracts. The viewers see coffee spilled on a bad contract, making way for giffgaff to give customers a better one.

giffgaff’s new 18-month contracts come at a time when consumers are facing increased financial strain and uncertainty. Whilst many other mobile networks impose significant price rises, giffgaff would rather increase its customers data, not their prices. giffgaff has always focused on making mobile better, and through the launch of Good Contracts it’s ready to challenge the industry even further.

David Killick, joint head of brand and advertising at giffgaff, said, “‘We're up to good' can never be a vacuous brand line, it’s a promise that sits at the heart of our business and drives innovation. With this new campaign, we're showing how 'we're up to good' has inspired us to create a mobile contract like no other, one that will hopefully put an end to all the bad mobile contracts out there, for good.”  

Noel Bunting (nee Hamilton), executive creative director of neverland, said, “Nick perfectly captured that icky feeling we all get when we realise what’s really in our contracts and what mobile networks get away with. It feels good to be up to good.”

The campaign will launches with a hero 30” spot on TV, VOD and in cinemas throughout the UK, and will be supported with an integrated campaign across OOH, online, social, and on digital audio.