MSQ launches 'less malarkey' blitz for SIM-only Smarty

Smarty, the SIM-only mobile network powered by the Three UK network, is launching a major campaign by MSQ, designed to push the simplicity of the brand, under the new strapline “Less malarkey, more Smarty”.

MSQ was appointed to handle the Smarty business in February last year, including brand, direct response, and customer communications following a competitive pitch.

The campaign features two films, the first showcases a farmer who only accepts payment in crypto currency for his potatoes and onions, and the second a customer who is struggling to buy plain white paint in a store with a sea of white paint options.

An Idiot Abroad star Karl Pilkington, known to many as the king of no-nonsense, is the voice of the campaign, which will run nationwide across TV, radio, OOH, print, social and digital channels, as well as in customer engagement and PR.

The activity was developed by a joined-up MSQ team, blending The Gate’s creative and strategic leadership with MBAStack’s customer engagement expertise and MSQ’s PR capability. Media planning and buying for the campaign was handled by Zenith.

Smarty head of brand and marketing Sayed Hajamaideen said: “MSQ truly understands our brand and the message we want to convey to our customers, we’re confident that our new brand platform 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.”

The Gate chief creative officer Lucas Peon added: “Smarty’s commitment to brilliant simplicity aligns perfectly with our mission to create advertising that connects with people on a deeper level. 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.”