Giffgaff Launches ‘Anti-Consumerist’ Push Ahead of Black Friday

Mobile carrier firm GiffGaff is urging the public to ‘Check Your Drawers’ this Black Friday, in a unique campaign that actually discourages wasteful consumption. It is looking to get millions thinking more about creating a circular economy in mobiles and serves as a highly unusual message in one of the most hallowed periods of consumer excess.

‘Check your drawers’ is a tongue-in-cheek campaign push aimed at 25- to 44-year-olds that will run across LadBible and Unilad’s Facebook, Instagram and YouTube channels, with a takeover of the LadBible site planned for Black Friday.

Georgina Bramall, Head of Brand Strategy, giffgaff, said: “At giffgaff we’ve always believed that there’s a better way to do mobile, and that’s no different when it comes to our phone offering. With over 55 million unused phones sitting around our homes, this Black Friday we’ve partnered with LADbible and UNILAD to call on the nation to get those phones back into circulation. If you’ve got an unused phone at home, giffgaff will help you refurbish it for cash, recycle it for the planet and donate some of the value of your phone to community causes. We’ve always had sustainability at our heart, and the giffgaff circular economy for phones is the next step of that journey.”

Lindsay Turner, Head of Client Solutions, LADbible Group, added: “We’re really excited to work with giffgaff for the first time, especially on such an important campaign that can really make a difference. We can’t wait to see our audience get behind 'Check Your Drawers'.”

Nick Wright, Managing Director, JUMP (Havas Media Group’s content and partnerships hub), concluded: “It’s massively exciting to have created a campaign with an anti-consumerist message to mark what is traditionally a hugely consumerist moment in the calendar: Black Friday. The content we’ve created in partnership with giffgaff on LADbible and UNILAD aims to educate our savvy audience by entertaining them, with a tongue-in-cheek, satirical tone that we hope will really resonate.”

Source: The Drum