Smarty, the SIM-only mobile network owned by Three UK, has launched a new special build campaign, extending its successful Less Malarkey, More Smarty initiative.

Kicking off with an out-of-home (OOH) takeover at Waterloo Station, the nationwide campaign showcases Smarty’s flexibility through an array of striking 3D and 2D builds, with a series of stretchable posters and OOH installations.

Developed by MSQ’s The Gate agency and Zenith Media, the campaign also taps into eye-catching bespoke formats across print and other OOH mediums.

One notable installation transforms a conventional bus stop into an extraordinary flexible structure and will soon move to Manchester Piccadilly Gardens for a few days.

“Our goal with this campaign was to make Smarty’s message of flexibility stand out in everyday environments,” said Rob Bovington, The Gate’s executive creative director.

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“With well-crafted designs, we’ll turn heads and effortlessly promote the Smarty ethos of being simple and super-flexible in a playful way.”

Smarty has also collaborated with the Metro, the UK’s highest-circulating national newspaper, which reaches more than 5 million readers daily, to deliver the first-ever pop-up cover wrap.

This unique edition was made available at key London tube stations on 11 September. Commuters at Waterloo were welcomed by flexible, gymnastic brand ambassadors distributing the special Metro edition, reinforcing the idea that both life and mobile plans should be adaptable.

The campaign is further complemented by a digital takeover on Metro.co.uk and Instant Ads.