GiffGaff

This is fantastic example of an 'action' orientated campaign by GiffGaff Mobile in the UK...

Adopting the ethos of the 'challenger brand' in a heavily saturated category, ruled by the big boys (Vodafone, Orange, O2 and T-Mobile), GiffGaff decided to do something utterly random and different and developed the 'Tool Hire' campaign.

It is a digitally based campaign hosted on the giffgaff website and YouTube.
Users can sign up to hire a series of props which they then need to use in a short film competition. Every entrant will receive two V.I.G. SIM cards including free UK calls, texts, internet for a year. There are also five £5,000 prizes for the very best submissions.

By asking people to 'act', providing simple, entertaining content and incentivising people with a fantastic prize just for entering, they've pretty much guaranteed the talkability factor and endeared themselves to their audience.

Brilliant job by Albion and Splendid Communications in London.