Consumers Continue to Come First with Boost Mobile “You Earned It” Marketing
Only Boost Mobile shrinks payments over time and puts money back in your
IRVINE, Calif. -- 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 Associates^1, 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
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
The TV spots feature the award-winning SamsungGalaxy S^® III paired with
Boost Mobile’s no annual contract^2 $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, Web^3,
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
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,
visithttp://www.180LA.comor 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 Study^SM – 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
^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.
Danielle Babbington, 949-748-3418
Amy Jacobowitz, 310-738-0512
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