As competitors introduced fresh price rises across the market, SMARTY doubled down on what it does best: flexibility. Its integrated ATL Spring Marketing campaign, ‘More freedom to leave anytime’, reinforced the brand’s promises of no annual price rises for existing customers, the freedom to leave whenever they choose, and simple, honest mobile in a category where the opposite is often true.
Running from 1 April to 2 June, the Spring campaign aims to grow SMARTY’s brand awareness and drive performance. Around 50 pieces of creator content, including reels and story sets, were developed with a mix of micro and macro creators ranging from 9,000 to more than 450,000 followers. Chosen for engagement rates above the 2% benchmark, they bring the SMARTY story to life through trusted voices across social.
Through its ‘Less, More’ campaign, SMARTY continues to champion flexibility, giving customers the freedom to change their monthly plans as they see fit.
SMARTY also sent a range of customer communications designed to drive revenue, reward loyalty, and reduce churn, achieving click-through rates of 3% of send volume.
Using new creative built around a familiar promise, SMARTY reinforced its key brand messaging of value, flexibility, and ‘No annual price rises’. Through its ‘Less, More’ campaign, SMARTY continues to champion flexibility, giving customers the freedom to change their monthly plans as they see fit.
Alongside the Spring campaign, SMARTY rolled out targeted customer communications to more than 674,000 customers. Personalised offers were also delivered to around 210,000 customers, with selected £8 plan customers offered additional data at no extra cost, and those on £6–£7.99 plans encouraged to upgrade for even greater value.