BOOST MOBILE

BRIEF

Boost Mobile needed to rebuild their business.

Switching carriers from Optus to Telstra meant they lost all their customers overnight, and in the pre-paid mobile category where brands stand for nothing, there was an opportunity for Boost to stand for something beyond price and plan. We needed to relaunch the Boost brand as well as communicate their $40 UNLTD plan.

STRATEGY

Boost Mobile’s audience are at a point in their lives where many are flaunting their independence for the first time, and their mobile is integral to that. With Boost’s UNLTD plan, they can talk, text and surf as much as they want without being tied down to a contract.

So we sought to clearly differentiate Boost’s offering and their youthy audience, from the big telcos and their contract-bound customer base.

SOLUTION

Boost Mobile’s young audience lives their lives through their phones, and to them lock-in contracts and restrictions mean death. So we turned their battle for freedom, into a battle for mortality.

‘STAY LIVING’ is both a brand idea and a philosophy. To bring our ‘STAY LIVING’ philosophy to life, we didn’t want to hold a mirror up to reflect reality, we wanted to wrap it all up in a story that was entertaining and unconventional.

We created a series of provocative online zombie films where four kids use their Boost mobiles to stay connected and stave off the brain-dead corporate zombies they don’t want to become, and ultimately ‘STAY LIVING.’ With the popularity of the genre, the metaphor of Boost Mobile’s prepaid plans helping you to stand against a world of zombies just made sense. The campaign’s media heart was a YouTube channel where four short films lived. Censored versions for under-18’s and the squeamish were also produced.