giffgaff

THE INSIGHT

GenZ'ers often have two online profiles.

Their main account is often well constructed and thought out, portraying their best self.

The other, a finsta/spam/priv, is an account in which they are their true selves and post unfiltered, real content.

The IDEA

giffgaff adopt youth culture by speaking to GenZ'ers in a way that they are familar with - giffgaff gets it's very own finsta account.

The EXECUTION
@giffgaffspam is launched, a platform where refurbished phones are spoken about naturally.

OOH features amplify the campaign, pointing the audience towards the giffgaff's finsta profile.