The challenge

We were briefed by Mc&T to help giffgaff spread awareness about their range of refurbished phones, and educate potential customers about the quality of the refurbished phones. This was part of a larger 'Choose Refurbished' campaign that Mc&T were working on. For this specific brief, giffgaff wanted to create a sharable, digital experience, that would lead to more people choosing refurbished phones over new phones.

The project was targeted towards age 16-35, digitally savvy people who were conscious about the environment. This age group didn't engage in paid advertisements and were looking for quality over quantity when it came to digital consumption.

We had a relatively distanced relationship with the client for the first half of the project, with much of the coordination channeled through the Agency. After it became quite challenging to coordinate with a middleman between, we were able to connect directly to giffgaffs digital and marketing teams which allowed us to iterate based on feedback much faster.

Approach

We created an interactive, responsive microsite that walked visitors through the journey of refurbished phones. We aimed to balance giffgaff's light hearted, friendly tone-of-voice and illustration-driven style with key information about the refurbished process.

My personal role ranged from art direction, storyboarding, digital strategy, animation of the illustrations in After Effects (initially drawn by my partner), then finally the design and build of the site in Webflow.

The process was extremely challenging as it was the first time we had created a site of this nature, full of animation and interaction. Lottie was relatively new to the world and we pushed it right to it's limits to get the project ready and working efficiently.

We had additional considerations for this project, as the site needed to be fast on browser and mobile, as well as being optimised for search engines so the page could be found on giffgaff's website. We collaborated with an SEO expert to implement different changes to optimise for search.