Smarty, the sim-only mobile network owned by Three, is taking its ‘Less Malarkey, More Smarty’ campaign to the streets. Building on the brand platform that showcases how Smarty offers its customers with complete flexibility, the out of home and print campaign comes following a TVC campaign.

The extension of the campaign, which is designed to underline that Smartypassionate about keeping things simple will feature bespoke formats across print and special build out of home. The campaign has been created by The Gate, Zenith Media and a media first delivered by Metro.

Leading with the message of ease and simplicity, Smarty aims to show off its no-strings attached credentials that allow customers to change, pause or cancel monthly. In a category that is historically intentionally complicated, Smarty strives to keep things simple.

This message is being communicated in a nationwide campaign that kicked off with a takeover of Waterloo station. The takeover saw Smarty messaging displayed in 2D and 3D special builds including one that made a traditional bus stop into a stretchy flexible structure. The installation then made its way to Manchester Piccadilly Gardens. A series of stretchable banners have also been placed in key locations across the country to maximize the message of flexibility.

In addition to the out of home, Smarty also partnered with the Metro for a takeover of the front page. With the paper reaching five million Brits a day, the flexible style cover wrap was launched with the help of the most flexible gymnastic brand ambassadors, who were bending over backwards to distribute the special Metro edition at major stations.

The campaign is further amplified by a digital takeover of the Metro.co.uk as well as Instant Ads in Metro.

Through savvy media placement and special builds, Smarty is spreading its message of flexibility and simplicity far and wide.