Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
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2024 BRONZE
From cutting prices to cutting the crap: how SMARTY hit record growth by challenging Malarkey
SMARTY grew by undercutting big networks on price. But when it lost its budget USP, it struggled to compete. It needed a new brand dimension the big networks couldn't mimic, to give it a long-term competitive edge. We re-positioned SMARTY from budget to challenger brand; taking on unnecessary complexity and advocating simplicity in category and culture. This is expressed in the new brand platform ‘Less Malarkey. More SMARTY’. This shift gave SMARTY a rallying cry that went beyond delivering low-price offers to a ‘value’ audience, an opportunity to connect with customers through a shared attitude to life, and record-smashing growth.
Brand:
SMARTY mobile
Client:
SMARTY mobile
Agency:
MSQ Partners
Language:
English
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