We bent over backwards to bring SMARTY’s new message alive at Waterloo station with a media-first Metro cover wrap.
SMARTY, the SIM-only mobile network owned by THREE UK, is launching the next extension of their Less Malarkey, More SMARTY campaign with exciting bespoke formats across Print and special build OOH. The activity was developed by MSQ’s agency, The Gate, and Zenith Media with a media-first delivered by Metro.
This new creative expression of the ‘Less Malarkey, More SMARTY’ brand platform showcases how SMARTY gives their customers complete flexibility (no contracts, no annual price rises and free EU roaming up to 12GB) with the brand’s signature playful style. Bringing this message to life, SMARTY has created a series of stretchable posters and innovative OOH installations across the UK, as well as the UK’s very first pop-up cover wrap exclusively in Metro, in a media-first.
SMARTY is disrupting the traditional telco market by offering flexible, no-strings-attached 1-month plans, allowing customers to change, pause, or cancel monthly. This level of flexibility is especially compelling in an era of economic uncertainty. With such a strong offering, SMARTY aims to communicate this core brand benefit and drive creative cut-through in a fiercely competitive market by using high-impact formats and a media-first.
The campaign kicked off with an OOH takeover at Waterloo Station on 9 September, with SMARTY displaying its flexibility through eye-catching 3D and 2D builds, including a special installation that transforms a traditional bus stop into a super stretchy, flexible structure. This installation will be on display in London Waterloo until Thursday 12th morning, before making its way to Manchester Piccadilly Gardens on 13 September afternoon. In addition to these standout OOH activations, SMARTY will roll out a series of stretchable banners in key locations across the country, ensuring that the campaign’s message of flexibility reaches as many consumers as possible.
SMARTY is also partnering with Metro, the highest-circulating national weekday newspaper which reaches more than five million Brits a day across all its platforms, to deliver the UK’s first-ever pop-up cover wrap. Dreamed up by Metro Creative Strategist, Laura Hood, it was exclusively available at key London stations, including Waterloo, on September 11. Commuters were greeted in Waterloo by the most flexible gymnastic brand ambassadors, who bent over backwards to distribute the special Metro edition, reinforcing the idea that life – and mobile plans – should be flexible.
Beyond those key stations, the rest of the UK will see a stretched SMARTY takeover on Metro using its unique immersive front page format – something only available with Metro that unlocks the ability to truly merge brands with the paper. The campaign will be further amplified through a digital takeover on Metro.co.uk and Instant Ads in Metro newspaper, reminding readers – and any nearby commuters – of those moments to be more flexible.
SMARTY has a mission to bring simplicity, transparency and trust to an industry often associated with complication and confusion. In a category that is often perceived as rigid and inflexible, they are stepping up to be the consumer’s smarter choice. This new special build OOH and press campaign underscores and reinforces these core commitments.
Jo Mazenko, Commercial Director at Metro, said: “When we heard SMARTY wanted to go all out with creativity to disrupt the market and make their flexibility message really hit home, we knew Metro was the right partner for this campaign. Just like SMARTY, Metro will bend over backwards to deliver for clients, so teaming on this commute-stopping activation was a perfect match.”
Sayed Hajamaideen, Head of Brand & Marketing at SMARTY, said: “At SMARTY, we’ve always believed in challenging the status quo by offering straightforward, flexible plans that adapt to our customers’ needs. This campaign is a true reflection of that ethos, and we’re excited to see how it resonates with consumers, especially in these uncertain times.”
Rob Bovington, Executive Creative Director of The Gate, said: “Our goal with this campaign was to push creative boundaries and make SMARTY’s message of flexibility truly stand out. By using innovative visuals and playful design, we’ve created a campaign that not only captures attention but also perfectly embodies the brand’s ethos of simplicity and adaptability.”
Harriette Cassie, Client Partner, Zenith UK said: “This launch is the latest in a string that is part of our wider strategy with SMARTY, as we continue to support them in targeting savvy consumers who look for transparency, simplicity, and great value offering. It’s exciting to work with SMARTY on these media firsts as they continue to be disruptors in the more traditional telco space.
Read more about SMARTY and its flexible plans, here or keep scrolling to see some more snaps.
