SMARTY is a simple brand in a nonsensical world. But there is very little consumer awareness of what this sim-only mobile network stands for. We needed to support the drive for ATL awareness with a PR campaign that highlighted SMARTY as a brand offering connectivity with no added nonsense for an audience looking to ‘beat the system’.

To create a social campaign that heroed SMARTY’s no-nonsense voice in an ever-baffling world, we drew upon the moments of mild over-complication that caused the most fury amongst the British people. Our research unveiled the nation’s most loathed jargon phrases. We circled back, got our ducks in a row, and used the results of our research to create a series of humorous and shareable influencer content pieces, before the close of play.

We partnered with comedian Guz Khan to create ‘SMARTYJargonary’, a dictionary of the nation’s most overcomplicated and over-used jargon phrases, each simplified with a funny explanation penned by Guz himself. The Jargonary was published as a limited-edition book and amplified through social snippets featuring Guz himself. The campaign ran organically through talent social channels, as paid content on SMARTY’s Facebook and through earned media across print, online and broadcast media.

Consumer brand awareness of SMARTY lifted for the very first time with findings revealing a 19% uplift during the month Jargonary was live. An awful lot of bang for our buck.