Brief: Convince GenZ to choose refurbished for their next phone.
Key insights into tackling this brief was about getting to the root of what GenZ care about, and how they act on this. How GenZ create, curate and use their finsta and rinsta accounts on instagram, was a huge insight, and following this discovery, online youth culture was a space we knew was not being tapped into or understood.
INSIGHT: GenZ engage with online content through their own culture.
IDEA: giffgaff adopt youth culture communication to talk refurbished to GenZ.
EXECUTION: giffgaffspam is launched, positioning refurbished handsets as the next GenZ trend.