Lebara Keeps Customers in Mind in Lebara Smarter Campaign

Lebara, the British telecommunications company launched its new campaign, Lebara Smarter, which makes direct comparisons to the competition in the telecoms sector. As the big networks have risen their prices by up to 17% recently, Lebara has committed to keeping prices fixed.  

The fully integrated campaign, developed by creative agency Double W Worldwide, marks a new brave and disruptive approach for the brand as the creative directly calls out the main network operators by stating what the brand doesn’t do to ensure their customers don’t have to pay more e.g., 'Lebara Don’t Sponsor Football Teams, Big Music Venues or hire Hollywood stars.'  

Lebara runs on the Vodafone network, which ensures they have the same coverage reliability as one of the larger networks and were included on the list as a Which? Recommended Mobile Provider 2023. The campaign will launch across national TV, Radio, OOH and Social Channels. This will be the first in a series of straight-talking, no-frills spots that showcase everyday people from around the UK, who simply state the obvious reasons why a Lebara mobile SIM plan is simply, smarter.  

The series of TV spots were directed by award winning comedy writer and director, James Rawlings (The Rawlings Partnership), and will also feature a digital cut that stars a micro pig, called Kevin, part of the digital and performance marketing campaign.  

Mayur Jauhari, director of marketing and online at Lebara, said, “In the current economic backdrop and the ongoing cost of living crisis, big mobile networks have increased their prices by up to 17%. We want people to know that they don’t have to put up with this. By switching to Lebara, customers can get better value for their money along with a reliable network and excellent customer service. With no annual prices rises on top, Lebara is indeed a Smarter choice to make.” 

Laurence Bray, co-founder Double W Worldwide, said, “We wanted to create a fun campaign  to land our message and by drawing direct comparisons with existing market behaviours, it  allowed us to show there is a smarter alternative to the big network operators. People want their phone network to provide three things – a quality network, a reliable service, at a fair price. 

However, their assumption is that if something is 'cheaper', the quality is likely to be lower. That’s simply not the case. Lebara offers the same great service and reliability as the big networks, but for less.”