To help launch Lebara Mobile’s low-cost, high-quality international SIM product into the Australian market, we built a brand recognition and establish Lebara’s retail network. An in-depth market research program formed the basis of an extensive Media Strategy and Plan. The complex Media Plan communicated to 21 ethnic corridors covering print, online, radio and out of home. After only six months in the market, over 100,000 Lebara SIM cards had been activated. The product was available in over 10,000 retail outlets, including large retailers like Allphones and 7-Eleven.
