No Malarkey for SMARTY

Client: Smarty

Since making its entrance onto the Telco scene in 2017, SMARTY has pursued a straightforward yet ambitious goal: to stand alongside the "Big 4" as a SIM-Only network with a clear vision. With a media budget capturing only 5% Share of Voice, SMARTY is the smallest of players in a crowded market. To overcome opaque digital solutions, taking over their media investment SMARTY partnered with Zenith UK, adopting innovative strategies focused on clarity and transparency.

Equipped with the market’s most integrated identity solution, Publicis ID, provided the ability to target 40 million real people in the UK, creating customized audience segments with enhanced creative personalization. This approach optimized performance by aligning brand and sales messaging across CTV, Paid Social, and Programmatic Display channels, embracing a "Freedom and Fuel" methodology.

With the Discovery platform centralizing our digital strategy, SMARTY integrated Publicis ID into planning, targeting, and activation across various channels. The campaign's creative messaging, marked by the slogan "Less Malarkey, More SMARTY," effectively reached key audiences.

Results included a 28% reinvestment of the campaign budget, 10% CPA reduction, and significant econometric ROI increases: VOD (+14%), Display (+28%), and Social (+44%). Publicis ID stabilising and growing SMARTY’s market share by 3% YoY amid declining market conditions (-12%).

With a solid foundation to thrive, SMARTY & Zenith continue their journey with an infrastructure designed for success... and no room for malarkey