Tuesday, February 17, 2009
Boost Mobile Targets Broader Audience with Unwronged Commercials
In a moment shock and disgust, you've probably uttered the cliche exclamation:
"That's just wrong!"
Boost Mobile, the pre-paid division of Sprint, (NYSE: S) knows that millions of wireless customers feel wronged by excessive feeds and charges, That's why Boost worked with 180LA to develop an "edgy nationwide campaign portraying humorous situations that most would consider 'wrong,' Boost Mobile's new 'Unwronged' marketing takes aim at its competitors' shortcomings and their negative impact on consumers. especially in tough financial times.
180LA took a page from Bill Clinton's campaign playbook, and the theme of the "Unwronged" Commercial series is: Boost Mobile"feels your pain".
William Gelner, executive creative director 180LA, crafted the "Wrong" scenes that highlight the series, including: pigs eating ham, a coroner dropping a burrito into his work, and a woman with extremely long armpit hair riding in the front seat of a tandem bike with no regard for her fellow biker.
Times are tough for our audience. What makes matters worse are all the deceitful plans cell phone companies use to gouge people. This campaign has fun with that idea by positioning competitors as the ultimate wrong and Boost as the right.
As an alternative to the plans offered by major competitors such as Verizon (NYSE: VZ) and AT&T (NYSE: ATT), Boost Mobile gives consumers straightforward pricing and predictable payments with no additional Telecom Taxes, activation, roaming, traveling or long distance fees.
Boost President Matt Carter explained Boost's straighfoward plan in a behind the scenes video at Boost Mobile Community.
Boost is 'unwronging customers with the $50 dollar plan, where $50 means $50, it doesn't mean $65 with roaming fees. What Boost is all about is telling customers, 'This is what you get.' Wll give you all these benefits at this price, and and this is the price you're going to pay for.
On a side note, as I was watching the behind the scenes video, I noticed Matt Carter's resemblance to Cleveland, one of the main characters on Family Guy. What do you think?
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Posted By Matt O'Hern at 03:13 PM
Permanent Link: Boost Mobile Targets Broader Audience with Unwronged Commercials
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