We needed to broaden mobile network giffgaff's message beyond its existing audience in a way that not only made current consumers take notice, but that also demonstrated how the brand provides a different way to 'do mobile.' With giffgaff's social and lean values at heart, and a very lean budget, we created a multi-media campaign that used brain-eating Zombies (with a heart!) to persuade people being different isn't scary.
In two months, without seeding, content views online were over 1M.
Awareness increased from 51% to 58%. #dontbescared and #giffgaff trended on Twitter on the night of and day after launch.
