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PROBLEM Not many consumers are aware of giffgaff’s initiatives to give back to its customers including their refurbished phone service.
INSIGHT There’s currently 55million old phones languishing in people’s drawers at home and giffgaff wants to change that. Humour is an effective way to grab people’s attention. Everyone loves to laugh and people are much more likely to share a video or image they find funny, so incorporating humour will help the campaign go viral.
CONCEPT This campaign is centred around using humorous wordplay based off the word ‘e-waste’ that will persuade consumers to dump their old phones into allocated toilets to be refurbished or recycled. A catchy and memorable phrase that will explain giffgaff’s initiative and summarise the campaign is:
EXECUTION We Give A Crap To Give Back a campaign using interactive billboards around major cities in the UK to motivate people to recycle their old phones into a toilet in exchange for cash and a free scented phone case. Afterwards, toilets will be upcycled and auctioned to raise money that will fund phone contracts for the homeless.
Bag it. Flush it. Get Cash for it.
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INTERACTIVE BILLBOARDS How it works 1. Tear a bag from the roll. 2. Tear and keep the code. 3. Place old phone in bag. 4. Dump bag into toilet and flush. 5. Collect your free scented phone case.
6. Register the code on
giffgaff.com/GiveCrap to get cash and notified when the phone has been refurbished and sold to see how you’ve made a positive impact.
These billboards will be located around major cities in the UK. To find your nearest toilet, check your preferred map application. 3
BILLBOARD DETAILS
The bags are designed like a roll of toilet paper, one bag = one sheet.
This scented phone case dispenser is designed like a sanitary dispenser found in washrooms. 4
POSTERS A series of posters using wordplay will be posted around major cities in the UK to introduce the campaign and direct passers-by to the main interactive billboard. The QR code will open up your preferred map application with all the toilet billboard locations.
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SOCIAL MEDIA Those who visit the billboard will be encouraged to share their experience online using the #WeGiveACrapToGiveBack #GiffGaff. Doing so will raise attention around the campaign and interest other people to make a visit to the toilet with their old phones.
Example of an Instagram post
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UPCYCLING TOILETS To follow through with giffgaff’s message on creating a circular economy and giving back to the community, the toilets used in the campaign will be up-cycled and auctioned to fund phone contracts for the homeless to help reintegrate them back into society.
Bird Bath
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