Boost Mobile Launches New Unified Brand Campaign

Independent service provider Boost Mobile is making waves in the industry with a brand-new campaign marked by a new logo introduced in several comedic spots. 

Made together with agency WorkInProgress, the new move aims to position the company as the only carrier that offers both prepaid and postpaid mobile under one name, establishing itself as a major network to contend with.

To do this, it merged Boost Infinite with Boost Mobile, streamlining the two services, and coming out with a bold new logo turning the two "O's" in "Boost" into an infinite symbol. 

 

 

 

 

 

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Hamid Akhavan, CEO and president of Boost Mobile’s parent company EchoStar, shared in a press release his belief that there is "too much complexity in the wireless market today." 

This is why Boost Mobile simplified its digital purchasing experience and offerings to present customers with more flexibility and choices — all for an "unbelievable value." 

The wireless carrier's new simplified price model includes four different 5G plans starting at $25, directly challenging major competitors such as Verizon, T-Mobile, and AT&T. 

"As the first new network in 20 years, we’re coming in to challenge the big three," Katie Flynn, Boost Mobile's vice president of brand marketing, said.

"But with that comes low awareness and the need to create a bold, memorable brand campaign to stand out in a crowded category," she added.

A Series of Laughs

The first 30-second spot titled "Employee Discount" kickstarts with two Boost Mobile employees in a pitch discussing the company's move to turn into a "legit nationwide 5G network."

The only problem? Nobody knows that. 

So, to entice customers, the brand introduced unlimited talk, text, and data for only $25 a month. Forever.

The deal then gets the employees excited, leading one of them to consider quitting their job to avail of the $25 non-employee rate. 

This prompts employees to ask, "Are you quitting?" To which the woman presenter hilariously responds, "No, but I'm going through a divorce."

In "New Network," an employee continually questions the new perks and offerings of Boost Mobile, in disbelief that the service provider is now a major network with "thousands and thousands" of 5G towers and nationwide coverage.

By the end of the spot, the employee is seen presenting Boost Network in front of an audience, still shocked to find that its offerings include a plan that only costs $25 a month. Forever. 

"Ith Tho Good" sees one employee asking another to explain himself, having placed a venomous snake inside a booth because he thought his boss instructed him to show how trying Booth Mobile is "risky," when it was supposed to be "risk-free." 

"Oh, then we shouldn't use snakes at all," the man says, digging his hand into the glass podium as the snake goes for a bite. 

Beginning to swell from the bite, he goes on to say that Boost Mobile should just make a 30-day money-back guarantee, "that way, switching from Verizon or AT&T" would be a "no-brainer." 

Boost Mobile's new campaign will run from July 23 until September in online video, TV, digital, and audio.

 

 

 

 

 

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The company is the latest in the mobile service-providing industry to undergo a brand overhaul.

Last month, one of its major competitors Verizon unveiled a brand new logo alongside the launch of its new "myHome" service. 

Verizon decided to update its logo to reflect the brand's history, at the same time incorporating "the energy, vibrancy, and experience of life powered by everything Verizon offers."

Want to know how much a logo design costs this year? Check out this 2024 pricing guide.

Editing by Katherine 'Makkie' Maclang