Mobile Network Lebara Enlists Ordinary Guy to Explain its Smarter Services

Lebara the British telecommunications company launches its third TV spot in the Smarter series. The straight straight-talking, no-frills spot showcases, Mat from Macclesfield, an everyday person in the UK, who whilst working on the set of the advert, simply states the obvious reasons why a Lebara mobile SIM plan is, smarter.  

The fully integrated campaign, developed by creative agency Double W Worldwide, continues its disruptive approach for the brand as the 'So You Don’t Pay More' creative thread continues to directly call out Lebara’s competition in the main network operators. The overarching creative states what the brand doesn’t do to keep prices low, such as not having fancy sets, or hiring A-list actors in their advertising, giving their customers great value with 5GB data for as a little as £5 per month. The messaging continues to highlight that Lebara is simply the smarter choice to make if you’re looking for great network, service, and reliability with your mobile phone, at a fraction of the price of the big network providers.

The campaign which won Campaign of the Year, along with the brand picking up Best Customer Service awards at last nights Mobile Industry Awards will continue to run across national TV, Radio, OOH, and digital channels. This follows on from Lebara recently being named as a Which? Recommended Mobile Provider 2023.

Mayur Jauhari, director of marketing and online at Lebara, said, "Our mission is to make the Brits aware of the smarter alternative for their mobile services, which allows them to save money without having to compromise on service or quality of their network. The campaign effectively communicates our ethos of investing in direct value to our customers in a simple & fun way”.

Laurence Bray, co-founder Double W Worldwide, said, “The simplicity of the creative is its strength, it gets the message across by holding a mirror up to the competition… plus, there’s always fun to be had when poking at the soft underbellies of the big players in the sector. The messaging can be seen across all marketing platforms, strategically improving awareness, consideration, and intent.”