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Friday, 17 June 2011

giffgaff Named Best New Brand by Marketing Society Awards for Excellence 2011

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giffgaff Named Best New Brand by Marketing Society Awards for Excellence 2011

giffgaff scooped the prestigious title of best new brand at last night’s Marketing Society Awards for Excellence for its innovative creation of a community-led mobile network. It beat off stiff competition from the likes of Barclaycard Freedom, KFC – Crushing on Krushems, Raconteur Media and Santander.

giffgaff, the community-led mobile network offers a different way of doing mobile – built on the principles of mutuality, simplicity and fairness. With no call centres, or big budget advertising, giffgaff keeps costs low by empowering its community members to help each other out on its forum, in return for the best price packages on the market.

giffgaff has undertaken a variety of low-cost and unconventional marketing activities to raise awareness of the brand, including ‘The Man’ campaign – floating fat cats dressed in mankinis on rubber rings on The Serpentine to show its anti-establishment approach at launch, through to its most recent ‘unlocking is legal’ campaign, which unveiled shock figures around the lack of awareness around unlocking mobile phones, pioneering the rights of the consumer.

Mike Fairman, giffgaff’s gaffer commented upon receiving the award:

‘It is really rewarding to see giffgaff, a low-cost marketing model positioned alongside some of the UK’s leading brands, which are all renowned for their significant marketing spend. Our network is based on mutuality, simplicity and fairness, three principles that are often less of a priority for conventional businesses, and it’s great that it’s being recognized and celebrated.”

The Marketing Society Awards for Excellence in association with Marketing has set the standard of marketing excellence in the UK for the last 26 years. They are judged by an elite panel of top marketing practitioners drawn from blue chip marketing organisations. Under the ‘New Brand’ category, judges were looking for evidence of strong commercial success from the creation of a new product or service from an existing brand owner, or from a newly emerging business. The judges evaluated:

• Customer insight

• The creation of clear brand values

• Superior value for customers

• Effective use of marketing resources

• Evidence of commercial success


SOURCE: http://giffgaffnews.com/2011/06/giffgaff-named-best-new-brand-by-marketing-society-awards-for-excellence-2011/


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