How Double W Worldwide's Award-Winning Campaign Boosted Lebara's Market Share and Customer Loyalty
Helping Lebara Become The Smarter Mobile Network
With 71% of mobile users paying for more data than they use, Lebara set out to challenge the big four networks and deliver better value to an untapped audience of 24.8 million “smart savers” looking for a smarter, more cost-effective choice. Inspired by value brands like Aldi and Lidl, Lebara aimed to dispel the myth that affordability means compromise on quality.
A Smarter Network Strategy
To break into a flat market as the fastest-growing network, increase subscribers, and reduce churn, Lebara needed a comprehensive and innovative campaign. Partnering with Lebara we went beyond traditional price messaging, positioning Lebara as the mobile network that’s both smarter and reliable in delivering value.
Targeted Creative Across Channels
The campaign focused on clear, strategic moments: “So You Dont Pay More”, showing customers that they don't pay more because Lebara don't spend money on things like sponsoring football teams or hiring Hollywood stars. “No Annual Price Rises” timed against the annual price rises of Main Network Operators (the competition), “Roam Like Home” during summer travel and school holiday periods, and “Smarter Savings” against the back drop of the UK’s cost of living crisis. Each message was crafted to resonate with consumers at the right moment, elevating Lebara’s standing as the smarter choice.
TV & YouTube: Showcased Lebara’s unique positioning, educating consumers on why value doesn’t mean sacrificing quality.
Radio & Outdoor: Reached 43.1 million listeners nationwide and maximized visibility across roadside, transport, and retail locations.
Digital & Social: Segmenting audiences by platform and behavior, and introduced new aligning creative and strategy across Google (Youtube), Meta (Facebook, Instagram) and Spotify. Lebara entered TikTok to for the first time to engage new demographics while affiliates and search captured high-intent users.
Award-Winning Results
The impact was clear: a 50% increase in market share, an 8.4% boost in brand awareness, and a 30% lift in value perception. Consideration and purchase intent rose, and Lebara’s customer base grew, establishing the network as the “smarter” alternative.
Our campaign for Lebara, winner of the 2024 Marketing Week Award for Media and Telecoms & Mobile Industry Awards 2024 Campaign of the Year is just one example of our expertise in building brand trust, driving engagement, and scaling growth in competitive markets.
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