CASE STUDY: Lebara mobile raise profile amongst UK students
Provided by BAM
A multi-channel Freshers' marketing campaign brings Lebara mobile success in the student market.
What was the Challenge / Background of the Campaign?
Lebara's aim was to raise brand awareness and drive sales within the higher education sector in the UK, particularly amongst international students. Specifically they wanted to increase the number of students who signed up for SIM cards and to promote data usage on the network. Alongside highlighting the most relevant channels with the highest scope for raising brand awareness, a key challenge here was to logistically co-ordinate a multi-channel campaign involving a large number of media owners across the UK.
What was the Campaign Objective?
The specific aims were to:
1) Gain relevance with the 16-24 international student community in the UK.
2) Increase the number of international students who sign up for Lebara mobile SIM cards.
3) Raise awareness of and increase data usage on the network.
What was the Solution?
BAM advised Lebara on the 18 UK universities that had the highest percentage of international students enrolled and identified which channels would be most effective in reaching these students. Freshers' Fairs were an integral part of the campaign, bringing the vital experiential aspect needed to engage students with maximum effect. This phase of the campaign was backed up by targeted solus e-mail sends and digital displays at key Students' Union sites.
What were the Results?
Although the specific results are confidential to the company, Lebara were able to reach over 114,000 international students and educate them on the services and products they provide. This resulted in a direct uplift of student sales for the brand, as well as generating a high level of brand awareness amongst their core demographic.
What were the Key Learnings of this Campaign?
Combining experiential opportunities available at Freshers' Fairs with targeted e-mails and display advertising means that your brand message can be strongly reinforced. Freshers' Fairs are often one of the first events that a new student attends. Our National Freshers' Report 2014 revealed that 35% of students attended their fair to gather information about what is available to them in their new city. Visit our website to download your free copy of our full National Freshers' Report 2014, packed full of insight on the UK's student market.