This week, no-contract Boost Mobile, the top carrier in the 2011 J.D. Power and Associates Wireless Non-Contract Customer Satisfaction Index Study, will bring people’s ongoing frustrations about the industry to life with its new brand initiative, “Be Heard.” In 2009 Boost launched the “Unwronged” effort, depicting humorous situations that most would consider “wrong.” Now they’re taking it a step further with AOR 180LA, which handled both efforts. National TV and print ads will surface individual gripes found on Twitter and Facebook. Ultimately resolving each piece of communication with the assurance “We hear you,” each spot shows what Boost Mobile has done to make right what the wireless industry has again and again gotten so wrong.
“Be Heard” made its debut last month when Boost Mobile’s sponsorship of the New York Knicks and partnership with Carmelo Anthony was highlighted by a 128-foot tall billboard featuring the athlete and the new tagline in Manhattan.
“Working Man” is the first of three national TV spots airing on more than 20 networks and cable TV stations including ABC, NBC, CW and Fox. Spokesperson Danielle Babbington tells RBR-TVBR the cable buy includes Turner’s Adult Swim, Comedy Central, FX, TBS, USA, ESPN, Spike, BET, CMT, G4, ESPNews, Lifetime, Lifetime Movie Network, VH1, Discovery, MTV, TRU TV, MTV2, Speed, Syfy, Military Channel, Weather Channel, Discovery Fit & Health, WGN and TVOne.
The spot shows a man juggling multiple jobs, from taxi driving to window washing to scrubbing toilets, and poses the question – How many jobs do I need to pay a cell phone bill? Boost offers a solution – the $50 Monthly Unlimited with Shrinkage plan so he doesn’t have to work overtime to pay his cell phone bill.
Online ads will highlight social media posts in banner ads and homepage takeovers. A key part of the campaign will be the “Aggravator,” an online aggregator that scours the Internet for comments about the wireless industry and displays them for the world to see. The Aggravator is expected to launch as part of the digital advertising element in mid-May.