Sim-only mobile network SMARTY has this week launched an omnichannel campaign to drive greater awareness of its consumer proposition.
The Three-owned service is aiming to bring simplicity, transparency and trust to an industry which is for many often shrouded in confusion and overly-complex jargon.
‘Less malarkey, more SMARTY’ will be led by two hero films that poke fun at the needless complexities associated with daily life, featuring no-nonsense narration by comedian Karl Pilkington.
Additional assets will be launched nationwide across TV, radio, out-of-home, print, social media and online channels to promote the network’s range of sim-only plans. Developed by MSQ’s lead creative agency The Gate, the campaign’s media planning and buying was handled Publicis-owned Zenith.
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“SMARTY’s commitment to brilliant simplicity aligns perfectly with our mission to create advertising that connects with people on a deeper level,” The Gate chief creative officer, Lucas Peon said.
“The new brand platform does just that by highlighting the real-life benefits of being a SMARTY customer and calling out the malarkey that often comes with traditional mobile network providers.”
The news follows the recent announcement by sim-only rival VOXI that it was stepping up its marketing and advertising activity with the appointment of AMV BBDO as its new lead creative agency.
SMARTY head of brand and marketing, Sayed Hajamaideen “MSQ truly understands our brand and the message we want to convey to our customers, we’re confident that our new brand platfom will resonate with people who are tired of the malarkey and complexity that often comes with mobile network providers and are looking for a simpler, better alternative.”
17 Comments. Leave new
Smarty was Vodafone did it get sold?
Who is the farmer? Need to know! It’s driving me bananas!
It’s carl pilkington, aka an idiot abroad
It’s not. Karl Pilkington just narrates the ad.
I recognise him too, can’t find anything online as to who he is
Who is the stall owner in the advertisement driving me insane
Me too!! He was also in the Postcode Lottery adverts. I couldn’t find anything out about him.
Henry Miller…he can turn his voice to so many accents..look him up…its deffo not Pilkington
He was my Shakespeare tutor at the City Lit, @2000
Also the best Nightnurse bit ever (sat on the upper deck)
He’s great, he was in the post code lottery ads!
The stallholder was in the postcode lottery adverts. I think he’s absolutely brilliant!!
Henry miller.
Fabulous advert, love it, makes me smile every time’
Henry Miller, was great in the Santander Advert too
This ad deserves an award. Truly brilliant. Perfect timing and facial expressions.
I couldn’t agree more! Brilliant timing; the expressions convey far more than a script. It is a masterpiece.
Why are we not seeing the complete advert for smarty phone now,I.e the farmer doesn’t say “and potatoes”