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Boost Mobile Seizes on Gripes About Wireless

Wed, 04/13/2011 - 8:12am
Monica Alleven

If consumers have complaints about wireless services, Boost Mobile wants to hear them – and spread them around using Facebook and Twitter.

The carrier yesterday said it's launching a new brand initiative, called "Be Heard," that takes its "Unwronged" campaign a step further. As part of the effort, the carrier wants to bring people's ongoing frustrations about the wireless industry to life.

Boost's national TV commercials and print ads will highlight individual gripes found on Twitter and Facebook, while online ads will highlight social media posts in banner ads and homepage takeovers. Boost says it wants to convey the message: "We hear you." Of course, there's a twist; the spots show what Boost has done to "make right" what the industry has gotten so wrong again and again.

"Many wireless consumers continue to feel like they are part of a one-way relationship and as such are forced to make compromises," said Bob Stohrer, vice president-Marketing, Boost Mobile, in a press release. "They deserve more than just a discount rate; they deserve an advocate. We've listened to our customers and worked to build a brand that's more responsive and more dedicated to satisfying their wants and needs."

The "Be Heard" campaign 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.

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. Unlike other brands that might use this tool to showcase fan-based content, Boost says, the "Aggravator" will show real people's frustrations. The Aggravator is expected to launch as part of the digital advertising element in mid-May.

TV spots directed by award-winning director Stacy Wall will air on more than 20 networks and cable TV stations including ABC, NBC, CW and Fox. The creative concept comes from Boost Mobile's advertising agency of record, 180LA, which also developed the "Unwronged" campaign.

Boost Mobile also is marking the first CDMA Android smartphone coming to its network. The Samsung Galaxy Prevail will be available in late April for $179.99.

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