Celebrating brilliant basics
Response / Advertising / TV / Social / Radio / ECRM
The Challenge: Brilliant value is about more than price
Network brands in the UK’s mobile sector have always struggled with consumer perception – a history of over-promising and under-delivering.
But research showed there were 10 million savvy consumers ready to embrace a more straight-forward mobile brand offering great value, that did what it said at a reasonable price.
A Simple Solution: Make the right choice a little victory to celebrate.
Post-lockdown, people were desperate to feel normal and happy again, so we launched our “Fist Bumps” creative strategy to celebrate the simple, relatable idea of little everyday victories.
Rolling out across linear TV, VOD, social, DR and owned channels, the first campaign saw our hero, Georgie discovering SMARTY’s 30GB for £10 plan for the first time, setting in motion a happy journey on which she fist bumps a string of strangers in the park.
Powerful Results: Web traffic and search increased by nearly double
More than just a campaign, Fist Bumps was a simple, honest, creative platform that reflected the humble brand ethos.
Versus the period immediately before campaign launch, weekly website traffic trended at around 50% up, driven by a 92% increase in brand name searches.
