MVNO Lebara announced a new branding strategy to focus more on young people. The company hired the advertising agency Natwerk and PR company Lubbers De Jong to assist in the new strategy.
Lebara was started in 2001, targeting migrants interested in low-cost international calls. It's currently active in six European countries and has expanded its focus to the wider mass market, helped by the introduction of more bundles and postpaid plans.
The company plans to target a specific group going forward: young people, and especially millennials. This young group is interested in and expects unlimited, transparent mobile telephony and internet services, Lebara said. The sales proposition will focus on Sim-only subscriptions.
