telecom

Boost Gives People Bucks In New Effort

Having already positioned itself as an advocate for the consumer, Boost Mobile looks to show that it provides tangible rewards as well through a new marketing campaign. 

In three new television spots, the prepaid carrier shows that while other wireless companies may be robbing consumers with hidden charges, Boost does the opposite by giving people money back in the form of its “shrinking payments” feature, which lower monthly payments by $5 for every six months of on-time payments. 

“The core in our company DNA is that we always stand up for the consumer,” Peiti Feng, director of brand strategy for Sprint-owned Boost, tells Marketing Daily. “The Boost core customer is very receptive to getting something back.”

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The first commercial shows a man on a subway train, reading a newspaper and listening to music on a phone. When another man approaches and bumps him from behind on the way off at a stop, the man quickly checks for his wallet, suspecting he’d been pickpocketed. However, when he checks, he not only finds his wallet, but an extra five dollars. As the two men exchange friendly glances, the spot introduces its new tagline, “You earned it.”

“One of the things we liked about this [concept] is that it traditionally feels mobile companies are out to get you, and it is a surprise when they do something nice for you,” says Carl Corbitt, creative director at 180LA, the agency behind the campaign. 

The commercials (future executions will show a purse-snatching and a car chase) will air on broadcast and cable networks such as ABC, NBC, Fox, CBS, FX, Spike and TBS. In addition to the TV spots, the campaign will also include out-of-home and digital advertising, as well as stunts (such as wallets with extra money in them) at Boost-sponsored marketing events. 

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