GIFFGAFF: THE BIG SWIM

Date Launched

SIMPLE QUESTION

How does a challenger mobile phone network like giffgaff compete with the huge corporations who outspend them by 7 to 1?

BRILLIANT ANSWER

FREE TO GO. FREE TO STAY dramatises the brand’s no-contract offering with an unforgettable pull on the heart strings.

RESULT

Generated 16% increase in revenue.

Top 4 YouTube film of the year.

Added 261k subscribers.

“Who Wot Why developed work for us that is so rich and enjoyable for consumers that they have openly seeked it out for repeat viewing. That is the Holy Grail in comms terms; work our customers want to be exposed to.”

Editor's Picks

The wrong World Cup

Football's biggest tournament will swallow $10.5bn in ad spend this summer. For most brands, the smarter money is on the one starting the next day, and on a way of thinking about athletes that has almost nothing to do with the sport they play.

By

Amar Chohan

June 12, 2026

Retiring the Animal

The strategy behind Peperami's decision to retire the Animal, escape the lunchbox and chase a new generation of snackers.

By

Amar Chohan

June 9, 2026

Seven marketing sins

Cannes' new Creative Brand Lion judges the systems behind great creative work rather than the campaigns. Its seven categories double as a diagnostic that will show any marketer where their capability is failing.

By

Amar Chohan

April 24, 2026

Social-first is not a strategy.

Two approaches to social-first marketing. Only one is building a brand.

The Performance Treadmill

Brand building remains overshadowed by quick-win metrics. Perhaps it’s time for a rebrand.

Trust, accountability and purpose: The Kite Factory's winning formula

CEO James Smith on how a culture of accountability and effectiveness have helped to build one of media's most trusted independents.

No items found.