11/20/2009 11:45:00 AM
‘People powered’ Giffgaff MVNO to launch next week
‘People powered’ MVNO Giffgaff will launch on 25 November, offering free data to all its members for a limited period.
The launch will be supported by a marketing strategy that ‘puts its members in the driving seat’, the MVNO said.
Giffgaff, which uses the O2 network and is headed up by ex-O2 broadband chief Mike Fairman, offers its members free calls and texts in exchange for ‘getting involved’ by promoting the MVNO.
The launch campaign is based on a ‘Tool Hire’ concept, where a series of ‘fun and eccentric’ marketing tools will be available for free hire by the public.
The tools are designed to promote GiffGaff in an ‘amusing and capturing’ way. Those who ‘get involved’ can upload videos of themselves using the tools onto YouTube with the potential to become a ‘V.I.G’ member (‘Very Important Giffgaffer’) and be awarded a Sim allowing free calls for one year.
Free mobile internet will be available for members at launch for approximately six months while the product is in Beta phase.
Fairman said: ‘Involving customers in a two-way dialogue is at the forefront of what we want to do. We’ve already seen positive engagement with people and great interest in our model.
‘We’re “people powering” ideas on pricing, internet, fair usage policies and open source API’s, with some great ideas already. So we’re really excited about our "people powered" marketing launch, that’s what we’re about.’