Last month, Lebara launched its new brand campaign, Keihard scoren ("Score Big"), introducing a completely refreshed brand identity, including new colours, typography, visual assets and a new payoff. Mediaplus developed the media strategy behind the rebrand, with the primary objective of making the renewed brand quickly recognisable to a broad audience.
With the campaign, Lebara aims to move beyond its former perception as a budget or prepaid provider and position itself more clearly as a smart, high-quality alternative to the major telecom brands.
A new brand identity requires a different media strategy
For Mediaplus, the campaign was not only about reach, but also about rebuilding brand recognition. As Lebara is moving away from almost all of its existing distinctive brand assets, the challenge was to establish new recognition cues while simultaneously introducing and reinforcing the brand's renewed story.
"When almost everything changes, from colours to tone of voice, you essentially need to reintroduce the brand to consumers," says Ewoud van Zwam, Strategy Lead at Mediaplus. "That's why we developed an approach in which visibility and recognition have been central from day one."
Two layers: recognition and brand storytelling
The media strategy consists of two phases. The first focuses on creating a high number of short, attention-grabbing touchpoints across television, out of home, online video, and social media. The second phase expands the campaign narrative through longer forms of video content and more in-depth storytelling.
Through humorous and relatable situations, the campaign shows how consumers can "score big" by choosing Lebara for its top-rated network, satisfied customers, and remarkably low prices.
"With this rebrand, we are taking a major step in how people see and experience Lebara," says Tanja Notenboom, Head of Marketing at Lebara. "Together with Mediaplus, we developed a media strategy that not only creates strong visibility but also helps make our new brand identity quickly recognisable and distinctive."
Building a stronger brand image
Through the rebranding, Lebara aims to leave behind the outdated perception of being a secondary brand or prepaid provider and establish itself as a smart and high-quality alternative to the larger telecom players.
To measure the effectiveness of the rebrand, Mediaplus developed an additional Distinctive Brand Assets study alongside the existing brand tracker. This research monitors the extent to which the new brand assets are recognised and correctly associated with Lebara.
"A rebrand is not just about being visible. It's about consistent building recognition," says Van Zwam. "That is exactly where media plays a crucial role."
The first campaign flight runs until 14 June and is fully focused on strengthening both brand recognition and brand story. A second flight will launch in August, building on this foundation and bringing the renewed brand story to life in greater depth.
Read further articles
