New marketing campaign demonstrates Boost's continued commitment to customers
IRVINE, Calif., Jun 04, 2012 (BUSINESS WIRE) -- Boost Mobile, ranked Highest in Purchase Experience among Non-Contract Wireless Providers by J.D. Power and Associates(1), continues to act as a wireless ally and listen to consumers' wireless frustrations. Boost Mobile will now grant their wishes for affordable 4G with the help of the 4Genie by bringing the speed of 4G (WiMAX) with $55 Android Monthly Unlimited plan with Shrinking Payments to consumers.
Boost Mobile's 4Genie is brought to life by actor and comedian Faizon Love, best known for his performances in "Elf," "Couples Retreat" and "Zookeeper." Beginning today, Faizon Love as the 4Genie will be featured in national TV commercials granting consumers' wishes for affordable 4G.
"Boost Mobile is making the speed of 4G reasonable and attainable for all consumers," says Caralene Robinson, vice president Marketing, Boost Mobile. "Our customers don't want to sacrifice technology or speed for value. We listen and find answers. With Boost Mobile, customers can spend less faster."
"Fries" -- the first of three national TV spots -- begins airing today, showing a woman lamenting to her friend that her antiquated phone is too slow; she wishes that 4G was not so expensive. Upon wishing, Boost Mobile's 4Genie appears and grants the woman's wish with a new phone and "monthly unlimited with 4G for as low as $40 a month." The TV spots are directed by renowned comedic director Clay Weiner and will air on more than 20 networks and cable TV stations, including ABC, NBC, FOX, CBS, ESPN and TBS.
A key part of the campaign will be the "Wish Fulfillment Center," which will launch as an app on Boost Mobile's Facebook page on June 11. At the Wish Fulfillment Center, consumers can select a wish or enter their own, and a 4Genie will reply with a customized-video response. In addition, the campaign will include out of home advertising reinforcing that Boost Mobile is making consumers' 4G wishes come true.
Many of the responses will highlight features of the new HTC EVO Design 4G(TM), or Boost Mobile's no-contract $55 Android Monthly Unlimited plan with Shrinking Payments(2). In addition, 4Genie will take over the Boost Mobile Twitter handle and scour the social network for wishes to grant.
Last year, Boost Mobile, a leader in no-contract wireless, featured frustrations voiced across social networks around the wireless industry through the brand initiative, "Be Heard." Building on that foundation, Boost Mobile is now going one step further and granting the wireless wish of 4G with the help of the "4Genie."
The creative concept comes from Boost Mobile's advertising agency of record, 180LA, which also developed the "Be Heard" platform.
"Boost Mobile has always been a consumer ally, recognizing the frustrations people have and providing them a wireless solution," says Matthew Elhardt, creative director at 180LA. "We heard people were wishing for a 4G plan that wasn't so expensive, and that's how we came up with the 4Genie/Faizon Love campaign. You know, because genies grant wishes and stuff."
The campaign will feature the recently launched HTC EVO Design 4G(TM), a member of the award-winning EVO family. This robust Android smartphone will operate on Sprint's 3G and 4G (WiMAX) networks, bringing 4G speeds to Boost Mobile customers in 71 markets across the country with average upload speeds between 3-6 Mbps with bursts of more than 10 Mbps.
This will be the first device that pairs the speed of 4G with the value of Boost Mobile's award-winning, no-contract $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 messaging, Web, email and calls to 411. Payments do not need to be consecutive to qualify for the next savings milestone.
(1) Boost Mobile received the highest numerical score among non-contract wireless providers in the proprietary J.D. Power and Associates 2012 Wireless Customer Care Non-Contract Study(SM) -- Vol. 1. Study based on responses from 2,840 consumers measuring six non-contract wireless providers and measures opinions of consumers who contacted customer care within the past year. Proprietary study results are based on experiences and perceptions of consumers surveyed July-December 2011. Your experiences may vary. Visit jdpower.com. (2) Plans include 2.5GB per month of full-speed data
About Boost Mobile
Boost Mobile, one of Sprint's prepaid brands and recently recognized by J.D. Power and Associates as "Highest Ranked in Purchase Experience Among Non-Contract Wireless Providers," 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 281 million people, and on the Nextel National Network, reaching more than 281 million people, with no activation or long-distance fees. Boost Mobile offers a selection of quality handsets from LG, Motorola, Research In Motion (RIM), Samsung, Sanyo and ZTE, ranging from entry-level to Android(TM) smartphone devices available nationwide at nearly 20,000 major retail stores, including Best Buy, RadioShack, Target, Family Dollar, Walgreens and Walmart, Sprint retail stores, independent wireless dealer locations, and on HSN, a leading TV home shopping network. Re-Boost(R) 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 .
About 180LA
180 is an international creative agency with offices in Amsterdam and Los Angeles. A part of Omnicom Group Inc. OMC -0.53% , 180 employs 200+ people from over 32 countries. 180's client roster includes adidas International, Sony Consumer Electronics USA, Boost Mobile, Mitsubishi Motors North America, Expedia.com, Eli Lilly, Sony PlayStation, Western Union, DHL and Asics. 180 specializes in consumer, brand and product strategy, and offers a spectrum of expertise, including: content creation, digital marketing, retail marketing, design and advertising. For more information, visit our website at www.180LA.com or follow us on twitter @180LA.
Raj Rajput [ MBA ]
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