Boost Launches Unwronged TV Commercial Campaign
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No Longer Just for Youth, Sprint’s Prepaid Division Repositions itself with New ‘Unwronged’ Campaign: Boost Takes Aim at “Wrong” Situations Suffered by Wireless Customers
It’s a sign of the times. Money doesn’t go as far as it once did, and consumers feel helpless and frustrated. When prepaid wireless providers add in activation fees, overage charges and extra costs for services like voicemail and roaming, consumers grumble and accept it. They’re wronged. They feel it. And they want a change.
Starting today, Boost Mobile is taking a stand against the abuses suffered by wireless customers and launching a new marketing campaign aimed at showcasing how its new ‘Monthly Unlimited’ plan offers consumers straightforward pricing and predictable payments with no additional Telecom Taxes, activation, roaming, traveling or long distance fees. An edgy nationwide campaign portraying humorous situations that most would consider ‘wrong,’ Boost Mobile’s new ‘Unwronged’ marketing takes aim at its competitors’ shortcomings and their negative impact on consumers.
“Boost is standing up for prepaid wireless consumers and eliminating additional charges, such as activation fees, overage charges and extra costs for services like voicemail and roaming,” said Matt Carter, president, Boost Mobile. “Our Monthly Unlimited plan offers true nationwide coverage for a flat fee, so consumers know what they’re getting and how much it will cost. As for competing regional prepaid unlimited players who add hidden fees and provide inferior network coverage with the restrictions of a local calling area, our campaign will call them out on it. No one wants to be wronged. Everyone wants to be unwronged.”
The underlying message of ‘Unwronged’ is that with Boost Mobile, consumers will not be subject to hidden fees, shoddy networks, credit checks, contracts or flimsy handsets. The ‘Unwronged’ theme will be communicated in an iconic, arresting and memorable way through national TV ads, local radio spots, billboards, bus shelters, national print and online advertising. The TV spots will begin airing February 16 on 10 networks and cable TV stations, including ABC, NBC and Fox.