Giffgaff is readying its next branded advertising campaign to bolster its membership after increasing its revenues more than ten times in 2011.
The mobile virtual network operator (MVNO), which launched mid-way through 2010, is preparing a branded advertising campaign that is set to launch within weeks, coinciding with its support of BlackBerry devices for the first time.
The digital campaign, created by Albion and implemented by All Response Media, follows recent CPC and display ad activity that began earlier this month, according to Giff Gaff CEO Mike Fairman.
He also told new media age that the MVNO, which uses the O2 mobile network to connect members but otherwise runs separately from O2, wants to build on its brand awareness from its current levels.
“Nineteen percent of people know what Giffgaff is if you stop them in the street,” he said, quoting research. He added that its customer satisfaction scores were “astronomical”.
Freeman also relayed further key performance indicators, including an 11% increase revenue and 7% increase in memebership throughout 2011, although he stopped short of revealing exact numbers.
The MVNO positions itself as an online community with “members”, much like a cooperative, as opposed to a normal operator network with subscribers.
The concept of Giffgaff was conceived within the O2 brand innovation team by its unit head Gav Tompson as a response to the austere economic outlook gripping the UK in recent years.
The MVNO offers members 250 minutes of call time, unlimited texts and internet access on tariffs starting at £10 per month. Savings are made by members themselves taking care of customer care enquiries via its online portal.
So active is the Giffgaff online community that 25% of all new subscribers are brought on board following recommendations from existing members, according to Freeman.
This has been abetted by the Giffgaff Facebook community garnering between 75 - 80,000 Likes since it launched in beta in late 2009.
Freeman also said the strategy behind its positioning was meeting demand for low-price services, especially mobile internet access, and countering cynicism levelled at big telecoms brands.
“People are optimising more [compared to other recessions],” he said. “For instance, if mobile users find they are not using their full amount of minutes they are trading down in numbers we [in the telecoms industry] haven’t seen before.”