Objective:
Make iSmash famous for refurbished devices.
Increase refurbished phone sales and raise brand awareness.
Showcase repair expertise and store-led USPs.
Key Deliverables:
- 30” and 15” TV Ad
- Digital OOH and In-Store
- Socials (Instagram, Facebook and LinkedIn)
- Website headliners/carousels
- In-Store POS
The Opportunity
Position iSmash as the place for refurbished phones. Highlight why refurbished is smart, sustainable and better at iSmash - with in-store testing, proven repair pedigree, strong warranties and a decade of trust. Convert those already buying refurbished elsewhere, and shift new-phone buyers to consider a refurbished alternative.
Campaign Concept & Messaging
- Who doesn’t love a cheeky takeaway, a cheeky half, a cheeky grin, a cheeky refurb?
- It’s playfully bold, self-indulgent, and charmingly unconventional.
- Those who know, know. Those who don’t, should.
"Fancying a cheeky..." is a British English colloquialism suggesting an unplanned, slightly self-indulgent pleasure. "Cheeky" is a playful adjective, not meaning rude.
Fancying: In British slang, this means to want or desire (e.g., "Fancy a drink?").
Cheeky: Used before an activity, it implies a small, harmless indulgence or a lighthearted break from the norm—an appealing, "naughty but nice" action.
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Campaign Promise
- Guaranteed quality, warranty and guarantee
- Reassuring pedigree in approved repair expertise
- Bricks & mortar. Not just online.
Tone & Visuals
- Tone: Cheeky, Confident, Reassuring.
- Visual Style: Confident, Energetic, Fresh.
- Mood: Playful, Succinct, Real
30” & 15” TVCs
Fast, kinetic storytelling that lands key messages instantly. Clean motion design, bold supers and dynamic device shots deliver USPs with confidence and charm — inviting viewers into the cheeky refurbished movement.
Digital OOH & In-Store Screens
Smooth, slowed kinetic animation delivers bold, VO-free messages with strong CTAs. Cheeky, confident and reassuring visuals build trust and standout appeal.
Socials
15-second reels and GIF carousels use crisp kinetic motion to spotlight quality, warranty, expertise and in-store reassurance. Bold messaging, clean bookends and strong CTAs make refurbished feel exciting and trustworthy.
Website Headers
Consistent, clear messaging across key iSmash.com landing pages reinforces trust, quality and the advantages of choosing refurbished.
In-Store POS
A full 360 rollout ensures the “Cheeky Refurb” message is reinforced at every touchpoint — building confidence and guiding customers to purchase.
- Digi-Screens
- Posters
- Pull-up banners
- POS
- Refurb Phones - box sleeves
- Referrals
Results & Impact
Website traffic:
- Launch Spike (weeks 1-2 post launch vs 3 week pre-launch) = +350% traffic / +370% unique visitors
- Sustained Impact (weeks 3-5 post launch vs 3 week pre-launch) = +625% traffic / +592% unique visitors
- Halo Impact (weeks 6-8 post launch vs 3 weeks pre-launch) = +472% traffic / +384% unique visitors
Refurb phone sales:
- Launch Spike (weeks 1-2 post launch vs 3 week pre-launch) = +11% increase in sales
- Sustained Impact (weeks 3-5 post launch vs 3 week pre-launch) = +41% increase in sales
- Halo Impact (weeks 6-8 post launch vs 3 weeks pre-launch) = +19% increase in sales
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