Imaan Raza
Humour in 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 incoporating humour will help the campaign go viral.
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A catchy and memorable phrase that will explain giffgaff’s initiative and summarise the campaign is: Bag it. Flush it. Get cash for it.
There’s currently 55million old phones languishing in people’s drawers at home and giffgaff wants to change that.
Not many consumers are aware of giffgaff’s initiatives to give back to its customers including their refurbished phone service.
We Give A Crap To Give Backa campaign using interactive bill boards around major cities in the UK to motivate people to recycle their old phones into a toilet in exchange for cash and free scented phone case. Afterwards, toilets will be up-cycled and auctioned to raise money that will fund phone contracts for the homeless.
PROBLEM INSIGHT EXECUTIONCONCEPT
This campaign is centred around using humourous wordplay based off the word ‘e-waste‘ that will persuade consumers to dump their old phones into allocated toilets to refurbished or recycled.
How
INTERACTIVE BILLBOARDS 3
it works 1. Tear the bag from the roll. 2. Tear and keep the code. 3. Place the 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.
BILLBOARD DETAILS
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The bags are desinged like a roll of toilet paper, one bag = one sheet.
This scented phone case dispenser is desinged like a sanitary dispenser found in washrooms.
POSTERS
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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 your preferred map application with all the toilet billobard loactions.
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MOCK-UPS
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MOCK-UPS
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MOCK-UPS
Doing#GiffGaff.sowill
SOCIAL MEDIA
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raise attention around the campaign and interest other people to make a visit to the toilet with their old phone.
Those who visit the billboard will be encouraged to share their experience online using the #WeGiveACrapToGiveBack
UPCYCLING
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Following through with giffgaff’s meaasge on creating a circular economy and giving back to the community, the toilet used in the campaign will be up-cycled and auctioned to fund phone contracts for the homeless to help reintegrate them back into society.
THANK YOU
