September 13, 2016
Boost Mobile Brings Back "Where You At?" in a Return to Form Rally Cry That Celebrates the Unlimited Lifestyle
New brand campaign “We Are Where You At” underscores Boost’s role in helping consumers pursue their passions and an Unlimited Life, thanks to the new simplified Unlimited Unhook’d no-contract plan
IRVINE, Calif. (BUSINESS WIRE), September 13, 2016 - Boost Mobile is returning to form as the pioneering wireless lifestyle brand with today’s introduction of its “We Are Where You At” marketing campaign, which celebrates consumers pursuing their passions. The campaign brings back Boost Mobile’s memorable “Where You At?” heritage, which leverages stars in music, art, sports, and dance, and is launching today with a national introductory TV spot – “Proud Sponsor of an Unlimited World.”
The first TV commercial, “Proud Sponsor of an Unlimited World,” and corresponding digital campaign, stars notable artists and athletes following their unique passions and work – from skateboarding to street art. They include hip-hop artist Desiigner, best known for his chart-topping hit “Panda”; Latin-urban music duo from Oakland by way of Panama Los Rakas; skateboarder Terry Kennedy, who was also the first athlete to appear in a Boost Mobile commercial; professional dancer Monica Douglas; and street artist and DJ Agana. Take a minute to view the spot of these individuals pursuing their unlimited passions.
“We Are Where You At” comes on the heels of the introduction of Boost Mobile’s simplified unlimited offer, which helps consumers cut through the no-subscription contract clutter. The offer, Unlimited Unhook’d, includes:
- Unlimited talk, text and optimized streaming videos, gaming and music1
- Unlimited nationwide 4G LTE data for everything else
- $50 a month for one line
- $30 a month for a second line up to five total lines
“We believe our customers can do anything they set their hearts to,” said Jim Hyde, president of Boost Mobile. “Their ability to tackle any goal or passion they’re interested in, coupled with our new limitless no-contract wireless plan, is the inspiration for this exciting new campaign. We’re thrilled to invite the world into our Unlimited way of life. At Boost Mobile, we’re right next to our customers – proudly supporting and sharing all their hard work, fun, risks and rewards – because ‘We Are Where You At.’”
The “Proud Sponsor of an Unlimited World” spot will air in both English and Spanish as :15 and :30 versions on such cable properties as Univision, BET, MTV and Telemundo, among others. The full campaign will also include out-of-home and digital advertising.
The “We Are Where You At” campaign was developed and produced by ChopShop, a lifestyle content agency in Orange County, Calif.
“‘We Are Where You At’ is a way to celebrate the culture and community of Boost Mobile’s customers,” said Zach Lyons, chief creative officer, ChopShop. “We brought in Crash (aka Karsten Gopinath), the director of photography who filmed Kanye West, Ludacris and The Game in Boost Mobile’s original ‘Where You At?’ anthem commercial in 2004 to co-direct the new spots and return the brand to form in the most authentic fashion.”
In addition, the new spots feature voice-overs from hip-hop star Brad “Scarface” Jordan, and the music is produced and composed by Ervin “EP” Pope, who has worked with NeYo, Diddy, The Game, Common and Kanye West. The commercials will also highlight the award-winning Samsung Galaxy S7 with Boost Mobile’s Unlimited Unhook’d plan.
About Boost Mobile
Established in 2002, Boost Mobile, part of the Sprint Prepaid Group, redefines value for wireless consumers with more data for less and no long-term commitment to a subscription contract. Boost Mobile operates on the Nationwide Sprint 3G Network for data and the Nationwide Sprint Network for voice services, both reaching more than 281 million people, respectively, as well as the nationwide Sprint 4G LTE Network, which reaches more than 280 million people. Its award-winning customer service has been recognized more than eight times. Learn more about Boost Mobile online on Facebook, Google+, Instagram and Twitter.
1Mobile optimized video streams at up to 480p+ resolution, music at up to 500kbps, streaming cloud gaming at up to 2mbps. Data deprioritization applies during times of congestion. Restrictions apply.
Danielle Babbington, 949-748-3418