April 04, 2012 04:18 ET

giffgaff Explodes Onto TV With E4 Sponsorship

Mobile network's first foray into TV sponsors The Big Bang Theory and Rude Tube

LONDON, UNITED KINGDOM--(Marketwire - April 4, 2012) - giffgaff, the SIM only PAYG mobile network is making its television debut in a sponsorship deal with E4 and Channel 4. The nine month partnership sees the people powered mobile network sponsor the hugely popular The Big Bang Theory and Rude Tube starting from Thursday 5th April.

The creative, executed by Albion, will be themed to fit the content of each show and will capture giffgaff's distinctive brand personality. The first ident for The Big Bang Theory sees an enormous cake exploding in spectacular fashion. To highlight giffgaff's brand proposition 'the mobile network run by you', members and viewers will then have the option to interact with the campaign by voting for which object is to be blown up next through a dedicated Facebook application.

Meanwhile, the creative for Rude Tube will mimic the most popular viral memes, from planking to 'The Cinnamon Test', all of which will use the giffgaff logo in an interesting way in order to increase brand awareness amongst giffgaff's core target audience.

The aim of the campaign is to extend and deepen our dynamic audience reach following giffgaff's exponential growth over recent months. E4's audience of rebellious free-thinkers was seen as a perfect fit for the brand. The partnership will be supported by broadcast and digital assets to create a truly integrated push that is consistent with the media consumption habits of the giffgaff customer.

Tom Rainsford, Head of Brand and Proposition at giffgaff, said: "Our TV debut is a very exciting step for us as a young and ambitious brand. giffgaff brings a unique offering to the mobile sector and has built a thriving community that spans all age groups, but we're always looking for new ways to reach different audiences.

"giffgaff is free from contracts as well as all the trappings of the big, established mobile networks - we do things differently and it is important we find interesting opportunities to communicate this."

The sponsorship was booked for giffgaff by All Response Media.

Notes to editors

What is giffgaff?

• giffgaff is a community-led SIM-only PAYG mobile operator which keeps costs low by encouraging its community members to help grow and run the business

• giffgaff has a customer satisfaction index of 84% and a Net Promoter Score of 75% (July 11)

• giffgaff will send you a free SIM and has a simple, competitive pricing structure for PAYG, with absolutely no sting in its tail:

  • Calls are charged at 10p per minute and 6p per text
  • Free member to member (giffgaff to giffgaff) calls and texts
  • Competitive international call rates
  • Free calls to 0800 numbers

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