Giffgaff was the young buck of mobile networks. That's why people still looked at it with suspicion.
No contract? Leave whenever you like? B*ollocks!!
For British people raised on a legally binding two-year commitment, this sounded like a scam.
We took over Channel 4 and told a story about bravery, with the help of
some friendly zombies. The kind that rescues your cat and doesn't eat your face.
It worked. People started questioning their old contract and changed
how they saw their mobile network
SIM cards sales flew off the shelves at a healthy 43% increase.