Building a global platform with local soul.
Warming UP WINTER
GiffGaff wanted to turn its affordable tariffs into a cultural talking point at Christmas by leaning into seasonal behaviours to spark national conversation and steal share of voice to get Britain talking (and texting).
We launched during cuffing season – when dating app use surges – and tapped into Gen Z's desire for connection.
Renaming a mobile tariff ‘The Cuffing Tariff’ – with support from Lovehoney – blended tech, intimacy and humour.
PR, social, and partnerships aligned to turn a pricing strategy into a national talking point.
The idea fed directly into giffgaff’s broader story of keeping people connected, differently.
