I was tasked with creating a copy-led campaign for the mobile phone network giffgaff. They wanted to get across who they were, their story, what makes them tick, and what sets them apart from other networks. I found myself delving deep into them as a service, trudging through their history and really getting into their unique mind-set. I found a few key insights that I really wanted to get across in the piece of long copy I had to write. The main takeaways were their attitude in terms of contracts. There are none. Stay or leave whenever you want. Also I knew I had to tell the audience exactly what they do and exactly why they do it, as I had spoken to people who didn’t seem to really get them as a brand. My brainwave moment came when I started to think about an advert or article that works like they do. An almost multiple choice-style long copy. Pick how much of the advert you wish to read or how little, but still get the benefits from it. It was trickier to perfect than I thought and led to an awful lot of drafting and redrafting. But I found myself really able to speak in giffgaff’s voice, leading onto the shorter social copy which seemed to come out of the long copy very naturally.
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