We Built a Network
Boost Mobile is the nation's newest wireless 5G network. Only problem: no one knows that.
Boost started as a prepaid virtual mobile wireless network, but they recently invested billions of dollars building out their own network. In fact, it's the newest and most modern 5G network to date. The investment precipitated the launch of a new post-paid offering and the re-launch of the Boost Mobile brand.
Relaunching the Boost Mobile Brand
We developed the We Built A Network campaign—with its recurring cast of characters—as a way to humanize the brand and provide an organic way to consistently talk about what Boost is doing to become the nation’s most consumer-centric wireless provider. And also as a way to shoot with more snakes. Whether we’re launching a $25/mo forever plan or partnering with Apple to announce the latest iPhone, the campaign puts Boost Mobile’s transformation front and center.
To extend the campaign into social channels, our cast of characters grabbed their phones and shot their own content. Written and directed by the agency, of course.
Results
Since launch, the campaign has earned the below results
13%
Increase in Consideration
22%
Increase in Brand Equity
3
Quarters of Positive Net New Subscribers
Boost Mobile NYC OOH Takeover
Boost Mobile recently spent $10 billion building its very own powerful, reliable, 5G network to take on AT&T, Verizon and T-Mobile. And the world… didn’t care. When you spend more than $10 on a haircut you want people to notice. So we made people notice. Our network. Not our new bangs.
The Proof
With the help of independent network testing experts, umlaut, we tested every network’s performance across New York. The result: Boost Mobile is officially the #1 Most Reliable Network in NYC. The whole city. How d’yehlike them apples? Wait… is that a Boston thing?
The Campaign
We painted the town Boost Mobile with a city-wide, New York takeover.
• 1,200+ pieces ads.
• A Times Square Takeover.
• Subway wraps, bus shelters, and taxi toppers.
• Double-deckers buses.
• Every digital screen for every and any eyeball.
• 1,200+ pieces ads.
• A Times Square Takeover.
• Subway wraps, bus shelters, and taxi toppers.
• Double-deckers buses.
• Every digital screen for every and any eyeball.
Results
440m
Media Impressions
+5.6%
increase in organic search
People finally stopped saying “Who?” after “Boost.”
The NYC Takeover increased awareness through the use of a superiority claim placing Boost Mobile alongside the Big Three to let consumers know there is a fourth wireless brand worth considering.
