Introducing Britain’s Fairest Pint for mobile brand SMARTY
SIM-only mobile network SMARTY is all about being simple and honest. We love working with them to help manifest their ethos in creative ways.
We commissioned research which found that 57% of Brits believe booze costs too much with the average pint setting us back £3.61. Therefore, SMARTY, the only mobile network that gives money back every month for leftover data, decided to right this wrong by creating The SMARTY Pint. A pint designed to give beer lovers everywhere the true value of their pint, for the money they spend.
We offered the public a chance to get their hands on the SMARTY Pint by asking them to tweet us for a chance to have the SMARTY mobile bar visit their city. At the top of the unfair scale was London (where an average pint costs £4.49) so we pitched up on the Southbank on 21 November. Event staff introduced revellers to the SMARTY brand, shared details of the Black Friday deal and treated them to ‘Britain’s fairest pint’.
Attendees loved it and said: “didn’t know how much I was missing out until I went to the SMARTY pop-up” and “that’s hilarious and so true, best pint ever”. With a footfall of over 11,000 over the course of the pop-up, nearly 200 passers-by enjoyed a pint with us, learnt about the simple and honest brand and its market-beating SIM-only Black Friday deal.
To keep the chat going, we sent SMARTY Pints to media and influencers to create buzz on social. Recipients were delighted with their mega pint glasses and as a result, we generated a reach of nearly 2m people on social.
The team bagged 27 pieces of press coverage, including nine in national papers including The Sun, The Mirror, Daily Star and The Independent. Coverage also appeared on The Sun’s Snapchat and on The Metro’s newsletter. We had to raise a glass to celebrate – happy days.