The opportunity was to create a campaign that touched the hearts and minds of African-American consumers, many of whom were Pepsi loyalists. The solution was to leverage the passion point of neo-classic soul, one of the hottest emerging genres in the black music space. The result, created by Burrell Communications, was an amazing campaign directed by Francis Lawrence featuring artists such as Fatima Robinson, Jaguar Wright, Angie Stone and Musiq Soulchiled. Not only did awareness and consideration begin to shift, the campaign received great press and cultural credit.
A VH1 video recap.
The evolution of Boost Mobile was rooted in the insight that the brand “listened” to consumers and delivered the optimal devices and plans. The “Be Heard” campaign was one of the first to incorporate consumer social media posts. This campaign continued the growth trajectory of Boost Mobile.
This Boost Mobile features the first American celebrity - the face of the one dollar bill, former President George Washington
The “Dance Coach” promo launched the new reality series from designer, author, actress, TV personality and entrepreneur Nicole Ritchie, Candidly Nicole’ showcased Nicole’s comedic talent and unique approach to life. The digitally led marketing campaign leveraged a range of social influencers including Hannah Bronfman and The Fat Jewish.
“Pajamas”, Sprint's first commercial to celebrate a partnership with the NBA featured none other than Kevin Durant.
VH1's 2016 original movie "The Breaks" tells the story of three friends united by their love of hip-hop, who work to make names for themselves in the music industry. The comprehensive marketing campaign was a significant factor in this project going to full series.
The Boost Mobile “Pivotal Moments” campaign featured many luminaries including Fat Joe, Rip Hamilton and Travis Barker.
The 2016 Hip Hop Honors returned with a bang with an all female line up and some of the best rappers in the game. The marketing campaign leveraged this iconic tentpole, resulting in breakthrough ratings and social conversation.
The comprehensive campaign to support the first ever VH1 original movie resulted in the highest rated cable move of 2013. The project was a ratings and cultural juggernaut.
As a no contract subsidiary of Sprint, Boost Mobile needed to decisively and aggressively enter an already congested category. An immediate brand impact was mandatory. The positioning and subsequent campaign was built on the insight that consumers typically view the wireless category in a negative light. Boost collaborated with 180LA to created the “Unwronged” campaign. An immediate hit, the campaign played a significant role in adding 1.5M subscribers in two years.