‘iNATTENTIONAL BLINDNESS’ • GIFFGAFF

For far too long, people have been paying over the odds on their mobile handsets and phone plans.

We discovered this was largely due to inattentional blindness, a phenomenon that prevents people from noticing things that are right in front of them.

We conducted research to see just how many Brits were affected by inattention blindness and worked with neuroscientist Professor Hana Burianova to offer tips on how this can be avoided.

In an effort to get people to see things more clearly, we created the world’s biggest magic eye to stop passersby in their tracks and see that they could be getting a better deal with giffgaff.

We seeded press materials around the OOH, giffgaff phone deals and offered Prof Burianova for interviews to drive awareness around the campaign.

Overall the campaign delivered 100 pieces of coverage, with broadcast hits including BBC Cumbria and BBC Leicestershire and an estimated total reach of 3.1 million across the campaign.