A bride turns up at her own wedding reception – only to be turned away for not having an invite. Meanwhile, a woman sits through a “pre-pre-interview” for a part-time barista job. What a load of malarkey! It’s all part of SMARTY UK’s cheeky and light-hearted brand comms: keeping things simple.
This spring, SMARTY launched its biggest fully integrated campaign across brand and commercial channels, doubling down on simplicity and driving record brand awareness.
SMARTY has built its platform on simplicity and value for money – but it’s ‘simplicity’ that creates distinction in a crowded telco market. It’s one of the top two reasons customers choose SMARTY, and the brand’s association with simplicity is 74% stronger than the industry average.
Now, SMARTY is evolving simplicity from a brand attribute to a core brand experience.
The spring campaign reinforced the brand’s core message: “Less Malarkey, More SMARTY,” and highlighted new reasons to love the brand. Unlike other providers, SMARTY assured customers and non-customers of “No annual price rises. Simple.”
The campaign was rolled out across TV and radio, outdoor, digital (social and display), as well as new customer comms engagement. Taking aim at overpriced Easter eggs, SMARTY launched an ‘eggcellent’ PR activation – ‘Chocflation’– tapping into a culturally relevant moment at Easter to drive brand fame.
SMARTY has evolved its AV creative across TV, VOD, and YouTube – with ‘Invite’ airing on TV and ‘Airport’ rolling out on YouTube. TV remains SMARTY’s strongest channel for growing brand awareness and driving results – customers love the TV ads. Radio also plays a key role in amplifying reach, with cheeky spots dramatising bureaucratic absurdities like the “pre-pre interview,” all while promoting SMARTY’s hero offer to drive performance.
It was a labour of love for the SMARTY team, who conducted consumer testing and insights to ensure the campaign message resonated and packed a punch. The result? Distinctive, impactful creative that cuts through the cluttered telco space.
Watch ‘Invite’ here and ‘Airport’ here.
