iSmash / 04
CREATIVE DIRECTOR / DESIGN DIRECTOR
BRIEF
Make iSmash famous for refurbished devices. Increase refurbished phone sales and brand awareness.
Showcase repair expertise and store-led USPs.
DELIVERABLES
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30” & 15” TV ads
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Digital OOH & In-Store
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Social (IG, FB, LinkedIn)
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Website headers/carousels
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In-store POS
iSmash
Fancy a cheeky refurb
The challenge
Refurbished phones are smart, but still misunderstood. iSmash had the expertise, stores, and trust - it needed a campaign that made refurbished feel desirable, credible, and a little rebellious.
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The idea
Fancy a Cheeky Refurb?
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A playful, distinctly British rallying cry that reframes refurbished as a confident, feel-good choice. Smart, sustainable, and secretly satisfying.
What We Built
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30” & 15” TV ads
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Digital OOH, in-store screens & POS
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Social, website headers, and full retail rollout
Cheeky, confident, and reassuring - at every touchpoint.
Results
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Up to +625% website traffic post-launch
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+41% refurbished phone sales during sustained activity
A campaign that made refurbished mainstream -
and made iSmash the name people trust.
