Lebara has a new advertising mascot: a capybara who seems incapable of losing his cool. The mobile phone operator has presented in the United Kingdom “It’s All Good”, a campaign created by the agency Ace of Hearts that introduces the animal as the protagonist of its communication and marks a change in its positioning strategy. The company thus wants to expand its recognition beyond competitive prices and build an identity also associated with the quality of service and consumer peace of mind.

The campaign marks Lebara’s largest investment in brand building to date and its first initiative of this scale in the UK market. To develop it, the agency has turned to director Jeff Low and production company Biscuit Filmworks UK, who have brought the character to life using stop-motion animation.

The choice of the animal responds to a characteristic that has made it especially popular on the internet. Its apparent tranquility and ability to coexist with other species without getting upset. Lebara uses that perception to represent the experience it wants to offer its customers, based on having a good network, quality service and a competitive price without having to worry about anything else.

In the main ad, titled “Mountain,” a couple climbs a snowy mountain until they find the capybara relaxing in a hot tub while calmly talking on the phone. The contrast between the efforts of the protagonists and the absolute carelessness of the animal builds the humor of the piece and presents its personality without resorting to explanations about the technical characteristics of the service.

The intention is that the capybara can star in new stories and accompany the brand for years to come.
“We are proud to have grown Lebara by offering quality mobile service at a competitive price. ‘It’s All Good’ brings together everything we have always stood for: a great network, a great service and a great price”explains Mayur Jauhari, Commercial Director at Lebara Mobile UK. “The capybara reflects how we want our customers to feel. It is relaxed, nothing disturbs it, and that is how mobile telephony should feel when you know that you have all three things and you don’t need to worry about anything”he adds.

The launch responds to an evolution in Lebara’s commercial strategy. The company, traditionally recognized for its economic value proposition, seeks to expand the attributes with which consumers identify it and present itself as an alternative that combines price and quality. To achieve this, “It’s All Good” is presented as a brand platform and not only as an advertising concept. The company plans to translate this promise to customer service, products, user experience and points of sale in the coming months.

“‘It’s All Good’ provides Lebara with creative direction for the entire business. With a good network, good service and a good price, it really is all good. And what could be more relaxed than a capybara?”says Rick Brim, Co-Founder and Executive Creative Director of Ace of Hearts.
The creative explains that the objective goes beyond advertising and consists of placing the idea at the center of the company, so that customers can recognize that promise at every point of contact with the brand.

The new creative platform will extend to sponsorship of The Great British Bake Off, one of the most recognized entertainment programs on British television. For this collaboration, Ace of Hearts has developed a series of short pieces starring the capybara in situations related to baking. In one of them, the character tries to remove the burnt parts of a freshly prepared cake; in another, he uses a kitchen towel to disperse the smoke that has activated the alarm.

The campaign began to be broadcast on November 2 and will have a presence on television, video on demand, outdoor advertising and social networks, in addition to the pieces linked to The Great British Bake Off.