Giffgaff Paparazzi
WHO IS GIFFGAFF?
Giffgaff is a UK based company owned by O2. They operate as an MVNO (a Mobile Virtual Network Operator), a company that sells wireless services under its own brand name but does not own the network infrastructure it uses.
Renowned for its flexible and transparent mobile services, Giffgaff launched their “Surprisingly Good Small Print” campaign to highlight the benefits of their Good Contracts. This initiative emphasised the absence of hidden fees and restrictive terms, offering customers straightforward and fair agreements. By focusing on clarity and customer satisfaction, Giffgaff aimed to redefine industry standards and build trust with its user base.
Giffgaff continues to lead by example, demonstrating that mobile providers can succeed by putting customers’ needs first.
Stage One: The Brief
The “Surprisingly Good Small Print” campaign was designed to turn the concept of traditional fine print on its head. Instead of hiding behind complex terms and conditions, Giffgaff wanted to show off just how straightforward, fair, and flexible their Good Contracts really are.
This campaign was a chance to creatively showcase their commitment to transparency and trust, making the small print something to smile about, not worry over. To bring this message to life, we were asked to assist in tcreating a series of quirky, engaging ads that spotlighted the surprisingly good benefits of Giffgaff contracts.
The brief for the production team was simple but bold: make the invisible visible. We imagined scenarios where the small print wasn’t hidden in unreadable text but celebrated front and center in playful, unexpected ways. With this creative direction, the team crafted visuals and narratives that turned boring legalese into something approachable, joyful, and even entertaining. Each ad was turned into a series of games, played on the streets of London, featuring everyday people.
Stage Two: HIGH QUALITY INTERACTIONS
As the heart of the campaign was about connection we knew we wanted to communicate with real people in a way that felt honest and relatable. By focusing on transparency, humour, and simplicity, we helped create a series of ads that spoke directly to the concerns of mobile users.
Filming centred on showing everyday situations where clarity matters – for example, reading through the small print standing in Leicester Square, directly outside the ODEON Luxe Cinema.
When the contestants found the prize in the surprisingly good small print, they were greeted by an ambush of Giffgaff paparazzi and given celebrity treatment complete with red carpet, flowers, stanchions, and awards. They were then informed they had won and were handed a yellow Giffgaff branded bag and envelope which contained yellow giffgaff branded cinema tickets.
The result was a campaign full of high quality interactions that’s not only visually striking but also builds trust and positions Giffgaff as a fun provider that genuinely puts its members first.
Stage Three: Lights, Camera, Action!
The campaign gained traction through various social media platforms, including TikTok and Instagram, where influencers and users shared their positive experiences with Giffgaff’s contracts. These testimonials showcased the flexibility and value of Giffgaff’s offerings, resonating with a broad audience seeking hassle-free mobile services.
By eliminating the complexities often associated with mobile contracts, Giffgaff’s “Surprisingly Good Small Print” campaign empowered consumers to make informed choices without the fear of unexpected charges or obligations. This approach not only enhanced customer loyalty but also set a precedent for competitors to prioritise honesty and simplicity in their offerings.
Stage Four: The Reactions
Giffgaff’s “Surprisingly Good Small Print” campaign was met with resounding positivity, striking a chord with audiences. By flipping the script on the traditional fine print and showcasing their honest and transparent approach, the campaign received praise for being refreshingly different.
Thanks to the fun and surprising content and Giffgaff paparazzi, social media platforms soon lit up with enthusiastic reactions. The success of “Surprisingly Good Small Print” goes beyond just numbers—it’s helped create a movement for fairness and transparency in mobile services.
Applauding not just the campaign’s creativity but also the values it represents, it redefined how the industry can communicate with its audience—setting a standard for what mobile contracts should be. For Giffgaff, it’s proof that doing right by your customers is always the best policy.
“Thank you so much for assisting with the shoot, the Giffgaff paparazzi were excellent and were very well received!”
– KATE WALKER
Duck Productions, Production Coordinator
If you are interested in including red carpet entertainment at your next event you can find out more information on our Paparazzi Photographers page. Alternatively if you have your own ideas in mind and would like to discuss a custom package created just for you – feel free to drop us a message on our Contact page.