SMARTY Mobile
SMARTY is the telco challenger brand.
Ditching the jargon, unnecessary contracts, and having to wait for a full moon until you can leave.
My role was to take all that good stuff and actually communicate it with our customers.
Tone of voice / Workshops / OOH campaigns / Radio scripts / Product messaging
Flexibility campaign OOH
SMARTY needed to prove it was the flexible network in a category where every provider claims "flexibility" as a buzzword. The challenge was making an abstract value prop feel tangible and ownable on a billboard glanced at for two seconds.
Rather than telling people SMARTY was flexible, the copy needed to show flexibility, stretching language itself to demonstrate the idea. I pitched this direction in concepting, then wrote it through into the OOH, bus stop, and social executions to keep the idea consistent everywhere it appeared.
Wrote/edited script copy for the segment. Final on-air performance was Ricky Wilson's.
The brand messaging needed to survive being filtered through a live radio personality without losing SMARTY's voice.
Scripting for someone else's delivery meant writing loose, conversational lines with room for ad-lib, not polished copy.
Virgin Radio X SMARTY
Created SMARTY’s TOV and ran multiple workshops for internal marketing teams and external creative agencies.
It’s easy for a TOV guide to live in a deck that never gets used or referred to. I wanted to make everyone a SMARTY TOV champion by running interactive sessions that simplified writing.
The agency started basing creative on my TOV, and the marketing team spotted when things weren’t right. I also ran weekly Brand Clinics for people to drop in with copy questions.
Tone of voice workshop
Unearthing our “Reasons to choose” using customer research
SMARTY had a much stronger NPS score than our competitors. But why? In an industry like telco, there’s only so much you can do to differentiate yourself.
So, I was tasked with rewriting all of SMARTY’s key “reasons to choose”.
We then surveyed over 1,000 customers to choose their favourite articulation of our features and rank them in order of importance.
We thought “no long contracts” meant something to customers. Turns out, my rewrite of “you’re free to leave anytime”, won by a country mile.
It’s now being used as our key “reason to choose” across all marketing.