A Reward for paying attention

The Insight

GiffGaff's tagline asks "are you on GiffGaff or something?" — but nothing about the brand currently makes you feel that different.

The key message

We hide GiffGaff in the overlooked corners of the UK's biggest tourist hotspots. While everyone else stares at the landmarks, the few who spot us prove they're already looking at the world differently — proof they're on GiffGaff, or something.

Landing page

And a reward for being a little different, or perhaps on giffgaff.