Lebara
Previous Project
Introducing the family – the Lebara Family
Disciplines—
advertising + media
Challenge—
With 1 million customers, Lebara Mobile is the leading international pre-paid SIM in the UK market. However, with new companies being formed regularly and the Big Four mobile operators also breaking into the low cost international call market, Lebara need to stay ahead of the game.
To help them do this, they launched a new SIM product called Lebara Family. It offers free calls and texts between Lebara customers in the UK – with no connection charge. And with a limited budget, we needed to let core ethnic ‘corridors’ within the UK know about it (South Asian, Eastern European, Antipodean and Central and South East Asia).
Solution—
To create the impression of a larger campaign than we actually had the budget to deliver, we used census data. This revealed that London, Birmingham, Manchester, Leeds, Bradford and Sheffield are the most densely populated areas for our target ‘corridors’. The media campaign concentrated on these key locations.
Out of home
Roadside sites were cherry-picked according to the key locations. A combination of 6, 48 and 98 sheet poster sites were then cherry-picked against locations selling Lebara SIM cards. Finally, to reinforce the message, ‘Proximity’ packs also ran outside retail outlets selling the cards – some at 0m proximity.
Regional press
For maximum impact, a total of five glossy cover wraps ran on consecutive days on the London edition of the Metro – targeting stations that resonate most highly with our target audience.
National press
For broad reach and mass appeal, over and above our target cities, we also ran a series of 6 x 1/3 page colour strips in the national edition of the Metro. These strips were bought on a guaranteed solus position, in the front third of the newspaper.
Contact—
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