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LDN | NYC | ATL | LA
“Fancy a Cheeky Refurb?”
It’s a no-brainer!
iSmash - Retail Campaign + end-to-end customer experience
The Brief
Client: iSmash
Product: Refurbished Phones
Objective:
Make iSmash famous for refurbished devices
Increase sales of refurbished mobile phones
Raise brand awareness
Showcase repair expertise
Elevate USPs of stores and heritage
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
To make iSmash famous for refurbished phones. Elevate the benefits and reasons to believe in buying refurbished phones. Show already convinced Refurb customers that there’s a better alternative to where they’re currently buying. Shift customer buying behaviour from always considering new phones to considering refurbished - even with subtle messages about the benefit to the planet. Elevate the unparalleled warranty, battery guarantee and repair expertise that iSmash offer - all underpinned by their 10+ years of trading and stores across the UK where customers can see and test any refurbished device before deciding to purchase.
Campaign Concept &
Messaging Strategy
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Who doesn’t love a cheeky takeaway, a cheeky half, a cheeky grin, a cheeky refurb?
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It’s playfully bold. A bit ‘naughty’ but always nice. A bit disrespectful in a charming way.
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Those who know, know. Those who don’t, should.
The phrase "fancying a cheeky..." is a common British English colloquialism used to suggest an unplanned, slightly self-indulgent pleasure that is subtly outside of the usual routine or convention. The word "cheeky" here acts as a playful adjective rather than its traditional meaning of being boldly rude or disrespectful.
The full phrase can be broken down as follows:
"Fancying":In British slang, "fancy" can be a verb meaning to want, like, or desire something (e.g., "Fancy a drink?" means "Would you like a drink?").
"Cheeky": When used in this specific context (usually before an activity or item like "a pint" or "a takeaway"), it implies the activity is a small, harmless indulgence or a break from the norm. It's an action you might know you probably shouldn't do (e.g., eating junk food while on a diet, or having an extra drink before going home), but the consequences are minor and it's done in a lighthearted, almost "naughty but nice" way.
Campaign Promise
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Guaranteed quality, warranty and guarantee
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Reassuring pedigree in approved repair expertise
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Bricks & mortar. Not just online.
Visual Identity & Tone of Voice
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Tone: Clear, Bitesize, Honest, Cheeky
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Visual Style: Confident, Progressive,
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Mood: Playful, Clear, Sturdy
30” and 15” TVCs
We use playful, kinetic storytelling to land iSmash’s key messages fast- perfect for a tight window where every second matters. Clean, energetic motion design keeps everything clear, cheeky and accessible, with bold supers and dynamic shots delivering the USPs and CTAs at pace. It’s fresh, fun and unmistakably iSmash-inviting viewers to join the cheeky refurbished revolution.
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Cheeky: Playful, confident storytelling that surprises and delights.
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Confident: Bold supers and dynamic device shots highlight USPs and CTAs.
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Reassuring: Clear, accessible motion design builds trust in quality and expertise.
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Engaging: Energetic pacing encourages participation in the refurbished revolution.
30" TVC version:
15" TVC version:
Digital OOH and In-Store screens
Digital OOH and in-store screens use smooth, slightly slowed-down kinetic animation to deliver clear, punchy messages without VO — each asset neatly bookended for brand impact and finished with bold on-screen CTAs that drive customers to browse, buy or step inside.
Key creative approach:
Cheeky, Confident and Kinetic - bringing refurbished phones to life with energetic motion that amplifies trust, playfulness and standout appeal.
Emotional tone:
Playful, Reassuring and Uplifting - sparking a feel-good confidence
Socials
For 15-second Reels and a suite of GIF carousels, smooth kinetic motion highlights each customer driver — from quality and warranty to repair expertise and in-store reassurance — with slowed pacing for clarity, bold on-screen messages, clean bookends and strong CTAs that prompt viewers to explore, trust and choose refurbished.
Key creative approach:
Bold, Playful and Dynamically Cheeky - using energetic motion to make refurbished phones feel exciting, trustworthy and impossible to ignore
Emotional tone:
Cheeky and Comforting - creating a feel-good lift that leaves customers confident and smilin
Website headers
Style:
Website headers use clean, consistent messaging that reinforces the campaign’s core promises — ensuring every key landing point on the iSmash site delivers the same clear cues around quality, trust and choosing refurbished.
iSmash.com
ismash.com/collections/refurbished
In-store POS
Extending the campaign experience through a 360 approach was key. Cheeky Refurbs isn’t just about the ‘sale’, it’s about iSmash owning the whole ‘Cheeky Refurb’ conversation and building customer loyalty. Reinforcing messaging and reassuring customers at every single touchpoint ensures there’s no break in the journey to saying ‘yes’ to Cheeky Refurbs.
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Digi-Screens
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Posters
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Pull-up banners
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POS
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Refurb Phones - box sleeves
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Referrals
Toolkit summary
30” and 15” TV Ad
Digital OOH and In-Store
Socials (Instagram, Facebook and LinkedIn)
Website headliners/carousels
In-Store POS
DRUUL TEAM INVOLVED
Client Lead & Strategy, Creative Team, Film & Animation Producer
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