PrettyGreen

We are PrettyGreen. An Independent, Award Winning Agency for PR Less Ordinary ​

London, United Kingdom
Founded: 2008
Staff: 40
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Nando's Global
Nando's UK
Nintendo
Audible
Three Mobile
Hasbro
SMARTY
Disney UK
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Pantene

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Less

SMARTY Mobile creates dictionary of Jargon with Guz Khan

by Jo Connarty

Business Challenge:

Use creative content and news generation to raise awareness of SMARTY’s brand proposition – simple plans, with no hidden costs or added nonsense.

Objective:

Place SMARTY in the media spotlight with fun and engaging content which captures their brand mission to keep things simple, honest and with no added nonsense.

Strategy:

Unearth newsworthy research on the UK’s most loathed jargon and work with award-winning comedian Guz Khan to pen the world’s first dictionary of jargon.

Solution:

PrettyGreen commissioned research to reveal a hilarious list of Britain’s most loathed jargon phrases.

Working with award-winning comedian and actor Guz Khan, PrettyGreen penned the world’s first dictionary of jargon, dubbed the ‘Jargonary’ as a way to help the British public cut through the nonsense like SMARTY do. Alongside this, we created a piece of content where the award-winning comedian breaks down silly superfluous phrases we use every day and what it really means when people are telling you to ‘play hardball’ or get your ‘ducks in a row’.

To keep the conversation going on social, Brits confused by jargon could tweet @SMARTYMobileUK for their chance to win their very own copy of the helpful book.

Results:

Extensive print, online (31 total) and broadcast coverage (12 interviews with a reach of 27M).

Engagers:

4.8M reached on SMARTY’s Facebook and Instagram channels and 23K+ views on Guz Khan’s Instagram post.

Eyeballs:

31 pieces of coverage in print and online, including The Daily Mail, Daily Star and Metro. With over 1.95M estimated coverage views, 600M opportunities to see and 744 coverage shares.

Business Impact:

The campaign placed SMARTY in mainstream media in a positive light and engaged with key target audiences.

PrettyGreen delivered a ’no nonsense’ key message with 97% of the pieces, all were positive in sentiment, 94% of coverage included an asset, and 58% of pieces included a direct link to the SMARTY website.

Tags

lifestyle
Mobile
Research
mobile users
Mobile Technology
Celebrity
creative campaign
Creative Brief

Clients

SMARTY