These days, it seems everyone is trying to save a buck. Today, Boost Mobile kicks off a new TV ad campaign focusing on how consumers can make their dollar go further.

The ads, appearing on cable networks, coincide with Boost’s recent change in strategy to focus on older consumers and families. The commercials highlight how Boost is offering more value to the dollar with its $1/day chat plan, with unlimited nights and weekends, unlimited mobile-to-mobile and unlimited text for $1 a day.

The company spent a lot of years creating awareness of its brand identity. Now, it’s time to focus on the offers, explained Caralene Robinson, marketing services director for Boost Mobile. Boost worked with creative agency 180LA. “I think the ads do a good job of going broader without losing the edge,” she said.

Boost believes its $1/day offer is fitting these days in light of the upcoming election and current economic turmoil. The ads focus on George Washington, the face on the dollar bill. “The opportunity for us moving forward is to make our offers and brand inseparable, so one can’t live without the other,” she said.

The commercial airs on MTV, TBS, Comedy Central, FUEL, Fox Sports and Fox Sports West.

Boost isn’t the only one banking on prepaid as people seek ways to control their spending. The gap is closing between the cost-per-minute of prepaid services and postpaid services, said Haim Kantor, vice president of sales and marketing at billing vendor Amdocs’ Network Business Unit. 

Worldwide, prepaid adoption is over 60%, he said. “It’s a matter of controlling your costs, which is something a lot of people like to have,” he said.

Atlantic-ACM forecasts prepaid wireless subscriber numbers will see healthy growth through 2010, then begin to taper off. There were 40.8 million prepaid subscribers in 2007, but that number is expected to grow to 48.4 million in 2009 and reach 53.6 million in 2012.