Boost Mobile —

Re-Entering the Pre-Paid Mobile War Zone

Reeling from their own bouts, Boost sat on the side-lines of the pre-paid wars for a few years, losing market share, and customers. Fueled by a new challenges and fresh market research, we uncovered a powerful truth; Despite the gains of our competition – customers found little to appreciate in the new pre-paid marketplace and all its negative mud-slinging.

Client

Boost Mobile

Project

Project Switch Integrated Campaign

Deliverables

Strategy, Broadcast, Video Content, Social Content, Digital Content, Outdoor, Street Teams, POS Device

The Idea

In our research, one thing kept surfacing across all user demographics and psychographics… no matter how jaded and cynical mobile customers were about their services, they hated how difficult it was to switch carriers even more. They have a love for their phone, but a hate for their carrier, and genuinely feel that there is no way out. SCS took this insight and brought a simple and easy-to-understand ray of light to the category in the form of two brand personas empathetic to customers’ pain, along with an iconic Switch designed to help customers get over the barrier of opting for a better alternative. Together the combined brand properties demonstrate how easy it is to switch carriers and save money.

Grant and Gina

Everyday, customers enter Boost a bit on the edge due to their current carrier relationship. Sometimes angry, sometimes beaten down, overly forgiving, resigned, or confused. But the one thing they all have in common; They could use a switch. Grant and Gina are empathetic voices of reason with a very simple solution. Not out to hurt anyone, or tell customers that what they are doing is wrong, but they are there to help with a simple Switch.

Everyday, customers enter Boost a bit on the edge due to their current carrier relationship. Sometimes angry, sometimes beaten down, overly forgiving, resigned, or confused. But the one thing they all have in common; They could use a switch. Grant and Gina are empathetic voices of reason with a very simple solution. Not out to hurt anyone, or tell customers that what they are doing is wrong, but they are there to help with a simple Switch.

Grant and Gina

The Digital Experience

The switch becomes an iconic, easy, memorable, and sometimes interactive reference point for digital and social media, helping continuously cue how simple it is to get better service and save money.

Social Content

Grant, Gina, and their money-saving switch also make platform specific appearances on Facebook, Instagram, Giphy and Snapchat channels, reminding customers how easy it is to switch to Boost, and leave their crappy carrier behind.

Bi-Lingual Boost

The Hispanic market is an incredibly important segment of Boost Mobile’s customer base, making it vital to have a specific Spanish language campaign that fit market needs and Hispanic culture.

In Store

Since Grant and Gina can’t be in every store, we developed a transportable and iconic device to have a bit more fun supporting the regular POS material. An active switch with 20 unique sound effects in both English and Spanish.

The Results

Project Switch made an immediate and lasting impact for Boost Mobile. The campaign resonated with new audiences, and new subscribers began pouring in, helping Boost move the needle in brand perception with gains in relevance, likelihood to recommend, and perception that Boost Mobile was a fast and reliable network with good value in unlimited plans—All key categories in the pre-paid market. 

The Results

Project Switch made an immediate and lasting impact for Boost Mobile. The campaign resonated with new audiences, and new subscribers began pouring in, helping Boost move the needle in brand perception with gains in relevance, likelihood to recommend, and perception that Boost Mobile was a fast and reliable network with good value in unlimited plans—All key categories in the pre-paid market.