Q4 2025 saw SMARTY roll out a series of culturally relevant integrated campaigns, supported by sharp comms and influencer activations that boosted awareness and impact.
SMARTY’s ATL Autumn Marketing campaign, built around the line “You’re free to leave anytime”, tapped into demand around the new iPhone 17 launch. Backed by increased spend, it aimed to grow brand awareness while driving performance during a key upgrade moment.
Through winter, SMARTY leaned into peak trading periods such as Black Friday and Christmas with standout value offers and exclusive customer deals, including 50GB for £8. The “Rumours Are True” platform used culturally tuned copy like “SMARTY’s Black Friday deal is unbelievable. I thought it was a typo,” to keep the brand top of mind and drive consideration.
SMARTY also doubled down on creator-led social content to scale the “Rumours Are True” idea to enhance customer engagement.
Alongside this, targeted customer comms focused on revenue, loyalty and churn reduction. These included double RAF rewards, optimised Trustpilot comms and eMOCN (easy multi-operator core network) messaging that built on the momentum of the Vodafone–Three merger and the idea that “two networks are better than one.” Customers also received exclusive deals such as 20% extra data for Black Friday, promo extensions and handy tips on the latest tech at bargain prices for Christmas gifts.
SMARTY also doubled down on creator-led social content to scale the “Rumours Are True” idea to enhance customer engagement. Across two phases and 80 pieces of content, influencers and ambassadors brought the message to life. Pre-Christmas content highlighted value for money during the festive season, while the New Year phase focused on “a fresh start, smart choices and keeping things simple.”
SMARTY once again proved that straightforward, great-value offers, delivered in a culturally relevant way, can cut through and drive real impact.