July 10, 2013
Consumers Continue to Come First with Boost Mobile “You Earned It” Marketing Campaign
Only Boost Mobile shrinks payments over time and puts money back in your pocket
IRVINE, Calif. (BUSINESS WIRE), July 10, 2013 - Boost Mobile, a leader in the no-contract wireless industry and ranked “Highest in Purchase Experience among Non-Contract Wireless Providers” by J.D. Power and Associates1, continues to lead the way as a brand that puts the customer first. Launching today, with the first of three national TV spots, Boost Mobile’s “You Earned It” marketing campaign works to reverse preconceived notions that all mobile companies are out to rob consumers. With Boost Mobile it is quite the opposite.
“Boost Mobile has long prioritized consumers’ wireless rights, and ‘You Earned It’ is an invitation for consumers around the country to join us and stand up for themselves,” said Peiti Feng, director of brand strategy and marketing communications-Boost Mobile. “Don’t allow other wireless carriers to rob you. Instead, allow Boost Mobile to put money back in your pocket with shrinking payments. We are committed to rewarding customers without requiring a contract.”
The first spot, “Pickpocket,” is set in an underground subway where a mugging is about to take place on a crowded train. Instead of getting robbed, however, the surprised individual reaches into his pocket to find more money in his wallet instead of less. With Boost Mobile, once a customer makes six on-time payments, monthly payments shrink by $5 up to $15 per month in total.
The TV spots are directed by award-winning commercial director Daniel Kleinman who is also known for his work as the title sequence designer for most of the James Bond movie series since 1995. The spot will air on more than 14 networks and cable TV stations, including ABC, NBC, FOX, CBS, FX, SPIKE and TBS. Two additional spots will roll out later in the year. Also, the campaign will include out-of-home and digital advertising as well as local marketing stunts that surprise customers with finding extra cash in their wallet in select markets.
The TV spots feature the award-winning Samsung Galaxy S® III paired with Boost Mobile’s no annual contract2 $55 Android Monthly Unlimited plan with Shrinking Payments. For every six on-time payments, the cost of Boost Mobile’s Monthly Unlimited plan shrinks by $5, eventually getting down to as low as $40 a month for unlimited nationwide talk, text and picture messaging, Web3, email and calls to 411. Payments do not need to be consecutive to qualify for the next savings milestone.
"We’re so used to feeling robbed by our cell phone providers," said Carl Corbitt, creative director-180LA. "Too many mobile providers surprise their customers with extra hidden fees. This campaign flips the idea of feeling robbed on its head to show how Boost surprises their loyal customers with savings instead."
In 2011, Boost Mobile featured the frustration voiced across social networks throughout the wireless industry with the brand initiative, “Be Heard.” Last year, customers were granted the wish of affordable 4G service with the 4Genie. Continuing to build on those foundations, Boost Mobile leads the way as the only wireless provider to shrink monthly payments. This new creative concept comes from Boost Mobile’s advertising agency of record, 180LA, which also developed the “Be Heard” platform.
About Boost Mobile
Boost Mobile offers wireless phones and services with no long-term contracts. Boost Mobile redefines value for wireless consumers with its Monthly Unlimited with Shrinking Payments no-contract service, where the longer you stay the less you pay with on-time payments for unlimited voice, text messaging, Web, email and calls to 411. Boost Mobile offers nationwide service on the Nationwide Sprint Network, reaching more than 279 million people, with no activation or long-distance fees. Boost Mobile offers a selection of quality handsets from BlackBerry, HTC, Kyocera, LG, Motorola and Samsung, ranging from entry-level to Android™ smartphone devices available nationwide at nearly 20,000 major retail stores, including Best Buy, Kmart-Sears, RadioShack, Target, Family Dollar, Walgreens and Walmart, independent wireless dealer locations, and on HSN, a leading TV home shopping network. Re-Boost® Cards are available at approximately 100,000 locations throughout the United States. Experience Boost Mobile on the Web at Facebook and Twitter; and purchase products at www.boostmobile.com.
180 is an award-winning international creative agency with offices in Amsterdam and Los Angeles. A part of Omnicom Group Inc. (NYSE: OMC), 180 employs 200 people from over 30 countries. 180’s client roster includes adidas International, Asics, Boost Mobile, DHL, Kettle One Vodka, Mitsubishi Motors North America, PlayStation, Qatar Airways, Robert Mondavi and Kim Crawford Wines, Sony Consumer Electronics USA, Sony Corporation, and Western Union. 180 specializes in consumer, brand and product strategy, and offers a spectrum of expertise, including: content creation, digital marketing, retail marketing, design, social media and advertising. For more information, visit http://www.180LA.com or follow us on twitter @180LA.
1 Boost Mobile received the highest numerical score among non-contract wireless providers in the proprietary J.D. Power and Associates 2013 Non-Contract Wireless Purchase Experience StudySM – Vol. 1. Study based on responses from 3,533 consumers measuring seven non-contract wireless providers and measures opinions of consumers who purchased a wireless product or service within the last six months. Proprietary study results are based on experiences and perceptions of consumers surveyed July-December 2012. Your experiences may vary. Visit jdpower.com.
2 Service on Boost Mobile is subject to acceptance of certain terms and conditions.
3 Includes 2.5GB per month of high-speed data. Adaptive protocol video limited to 3G speeds. When mobile hotspot add-on purchased (only for select devices), data usage is total combined device and hotspot data use.