Lebara commercial boosts its value proposition but lacks emotional impact

The latest Lebara commercial successfully links low prices firmly to the brand, but evokes relatively little emotional response while watching. A survey by Telecompaper and Validators of 105 respondents shows that the commercial achieved a ValueFlow score of 0 percent (neutral), below the telecom benchmark of 15 percent and well behind the Ben toilet commercial (29 percent) and Budget Thuis (20 percent).

The results are striking because the commercial is part of Lebara’s broader brand transformation. The telecom company wants to shed its image as a budget phone shop provider and position the brand more strongly than just on price. At the same time, the findings raise strategic questions. The commercial resonates most with younger viewers, while older target groups are more critical. This is noteworthy because Lebara’s customer base is actually slightly older than the market average.

The price message gets through, but the story doesn't

The commercial does attract attention, but it does so mainly through confusion, discomfort, and unexpected situations. Respondents frequently mention specific scenes they remember, but have more difficulty immediately linking those scenes to a clear brand message. This leads to a flat emotional response, especially among older viewers. Ultimately, the core message does get across. Afterward, respondents remarkably often mention the same associations: cheap, low prices, affordable plans, and mobile usage. This aligns closely with the strategy that Managing Director Leslie Hogeveen recently outlined. The new “Keihard Scoren” campaign is built on three pillars: the best network, happy customers, and a “ridiculously” low price. The price pillar resonates. The other two, hardly at all.

Young people are positive, while those over 55 are losing interest

The responses vary widely across age groups. The 18–34 age group responds overwhelmingly positively; words like “funny,” “fun,” and “original” come up frequently. The 35–54 age group most often understands the message and responds relatively positively; the combination of humor and relatable situations resonates best with this group. People aged 55 and older are the most critical and more often describe the commercial as over-the-top, confusing, or annoying. Many fail to see the connection between the story and the telecom offer...

Read the full study on TelecomPaper >