NEW BLOOD AWARDS

Replacing support lines on-hold music with
on-giffgaff stories.

The British operator giffgaff wanted to make everyone happier.

To do that, they replaced the thing that annoys customers the most—being put on hold
—with surreal stories based on real reviews.

While other companies could simply make their customers’ waiting time more enjoyable, giffgaff used their on-hold periods to communicate its “up to goodness” message.