When Britain’s OG of reality, Big Brother, came back to our screens with a bang in the autumn of 2023, we teamed up with giffgaff to amplify the mobile network's new brand positioning, 'We're Up To Good'.

Together we made a national 1st partnership, with spots immediately following iconic moments shown in the house. This created a stand-out campaign to showcase the ways in which giffgaff 'We're Up To Good'.

As Big Brother's first-ever network partner, the partnership helped put the buzz back into giffgaff, enhancing their talkability and likeability.

The Challenge

Research data shows that we are increasingly looking to businesses to help lead positive change, creating a demand for businesses to be better for their consumers. giffgaff’s new brand positioning, ‘We’re Up To Good’, tackles this directly by redefining and amplifying its strategy to use connectivity for good.

However, to amplify their brand positioning and set it apart from the competition, they needed a positive, culturally relevant platform that would help generate excitement and cut through in a crowded market.

The Insight

Big Brother is watching you! When you are under constant observation, your guard comes down and your true self is revealed...and it was our viewers who decided whether good prevailed. Using this insight we enabled giffgaff to use their campaign to showcase ‘We’re Up To Good’ with Big Brother.

The Big Idea

We used the most anticipated return of the OG of reality, Big Brother, to draw attention to giffgaff’s new campaign “We’re Up to Good”.

In autumn 2023, giffgaff became Big Brother’s first-ever network partner through a fully integrated partnership spanning linear TV, VOD, and social, including engaging competitions and GIFs, leveraging giffgaff's playful brand ethos and creative platform 'We're Up To Good.'

The conversations in the Big Brother house and with our viewers, created the perfect place to amplify giffgaff’s brand campaign ‘We’re Up To Good’ to the nation. The campaign took some of the key moments ‘live’ from the Big Brother house to create a direct response creative.

This gave giffgaff the opportunity to feature their products and services in never-before-done spots immediately following iconic house moments. giffgaff debated the good and the bad in the Big Brother house, to create stand-out to showcase the ‘We’re Up To Good’ campaign. This amplified their positioning and sparked wider conversations.

The Activation

We kicked off the partnership with a bang, launching our creative TV scripts which introduced and raised awareness of the partnership and the connection between Big Brother and giffgaff, voiced over by the show's iconic narrator, Marcus Bentley.

Throughout the campaign, we used reactive spots to cement giffgaff as a playful partner, mirroring the thoughts of the nation. They helped contextually and covertly push the up to good mentality of the brand. Bringing in the big points that made giffgaff, giffgaff.

We increased brand awareness further by running a weekly online competition #TicketTuesday (on X & Instagram) offering a chance to win tickets to the live evictions and a brand new Samsung Galaxy Z Flip5. This encouraged and generated heavy retweets and entries even after closing!

The Results

The partnership created real conversations with the reactivity of giffgaff helping to position them as the voice of the viewers. Aligning with a much-loved, engaging, and talk-worthy prime-time entertainment brand positively influenced giffgaff, enhancing their brand perception and consideration.

Additionally, it significantly bolstered the impact of their existing brand ads in terms of talkability and likeability.

• 38% increase in people actively finding out about giffgaff’s mobile plans

• 2 million: The digital app generated 692k unique users over the 6-week run & 2m fans clicked through to vote during the series

• 25 million impressions across all three major social networking sites

• 2/5: 2 in 5 people intend to switch to giffgaff

• 85.5%: Happiness was the no.1 emotion felt by viewers when seeing the campaign as reported by System 1 (85.5%)

• System1: The impact of the creative was confirmed through our System1 test, which smashed category benchmarks