JACK supported Don’t Panic in the delivery of the out of home elements for the recent giffgaff campaign, launched to introduce a new strap line: “We’re all the boss”. The aim was to highlight the freedom giffgaff offers it’s members (that’s what they call their customers) by featuring everyday people, in their world, being the boss.
At JACK, we relish any opportunity to use our owned space in a creative, unexpected and engaging way. The giffgaff campaign activation checked all these boxes, relying on outdoor to boldly communicate their campaign messaging and drive talkability.
How? Using the full media mix they seeded the campaign messaging across multiple channels including a TV spot directed by Josh Cole (he’s worked with Rudimental and Chase & Status). JACK reinforced this with strategically placed out of home advertising in London, Manchester, Cardiff, Leeds and Birmingham over two bursts: the first driving home the campaign CTA and the second populating the space with exclusive artwork that members could take away. The latter saw the brand use social media as a tool to mobilise members, seeding site locations on their official Twitter account.
JACK took ownership of the planning, distribution and production for the out of home advertising. The plan included bespoke 4 sheet megasites, 48 sheets and railing boards at specific locations. Phase 2 saw the introduction of specialty print tear away posters. All in all providing about 80,565,550 Opportunities To See (OTS) in locations with high footfall of the client’s target audience.