Lebara Misses the Big Mobile Price Hike Memo in New ‘Smarter Mobile Network’ Campaign
Just as Big Mobile’s annual price hike season returns, Lebara appears to have missed the memo.
The latest instalment of the Smarter Mobile Network campaign, created with Double W Worldwide, taps into the frustration of rising phone bills and positions Lebara as the network that simply refuses to play along.
The new TVC is set in a spin studio, where two gym-goers discover that while their workout goes up and down, their mobile bill doesn’t have to. One is stuck with a Big Mobile network and another rising charge. The other has already switched to Lebara and knows that with no annual price hikes, things can finally start moving in the right direction.
The film continues the now-recognisable campaign format: two people, one smarter choice, and one left defending the indefensible.
“Customers shouldn’t have to worry about annual or mid-contract price rises,” said Mayur Jauhari, Commercial Director at Lebara. “At Lebara, we’ve chosen a different approach — offering great value, fair pricing and no mid-contract price rises. At a time when many providers are increasing prices, we believe customers deserve something better. Today, more than 3 million customers across the UK have chosen Lebara, making us the fastest-growing mobile network, a Which? Recommended Provider, and Uswitch’s most popular mobile network for three years running.”
TFL London Lebara OOH
The campaign rolls out across television, digital, radio and out-of-home.
Channel-specific digital ads have been created for TikTok, Instagram, Facebook and YouTube, designed to drive performance across social and digital channels.
A national radio campaign introduces two characters, Rob and Dave discussing rising phone bills while bouncing on trampolines in a sports hall, reinforcing the idea that what goes up with Big Mobile could just as easily come down with Lebara.
The campaign is further amplified through a Transport for London out-of-home rollout across 6-sheet, 12-sheet and 48-sheet formats.
Media planning and buying was handled by The Specialist Works.
“It’s the same setup… two people, one switched on, one still stuck on a Big Mobile network,” said Laurence Bray, Founder of Double W Worldwide. “This campaign leans into the moment everyone expects their bill to go up. Lebara simply doesn’t play that game.”
Lebara remains a Which? Recommended Provider three years running, holds a 5-star Trustpilot rating, and is Uswitch’s Most Popular Mobile Network three years in a row.
Lebara. The Smarter Mobile Network.
Double W Worldwide has been working with Lebara since 2019
TFL London Lebara OOH
