Running on the O2
(which means to give and receive in Scottish, apparently) will operate
on the absolute basic costs with no high street overheads and will
provide a SIM only service, a market which grew 95.9% last year,
according to TNS April 2009 UK Panel Research
signed up, users are rewarded by their level of interaction with
giffgaff, which can be done through referrals, by creating their own
user-generated campaign, or voting on business decisions which are
posted online. The rewards can be via credit rebates, cash, or
donations to a charity of their choice.
The launch campaign is
all rather hush-hush at the moment with hints towards a viral and
digital focus, although it has been revealed that the branding and
image of giffgaff will again be handed over to consumers.
To get giffgaff to this point however O2 have enlisted the help of a few big players in the London digital scene. Albion
London was responsible for business strategy, naming, web design and
usability, planning and brand strategy and are working in partnership
with Splendid Communications
, London for the PR and digital outreach campaign, SomeOne
, London for the identity and Zenith
, London for the media strategy.
the increasing competition in mobile networks and the ever decreasing
value that customers place on calls and texts, carriers have to look
for alternative ways to get ahead. It's a great thing to see a
monolithic and to date notably successful company such as O2 involved in such a future facing initiative. giffgaff's 'open arms'
ethics may not be the answer for everyone, but it certainly shows O2's
interest and commitment to the future of communication and business. Mark Stansfeld
Chairman of giffgaff and Non-Executive O2 Director commented, 'O2 is a
business that has grown successfully through identifying and embracing
emerging customer needs. We are confident that this innovative model
will appeal to a whole new segment of customers who want to have a
dialogue with brands rather than a more traditional, arms length