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 the UK’s very first pop-up cover wrap exclusively in Metro.
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.
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.”
