Boost has always been a brand with a passion for empowering their customers to get the most they can out of their mobile. Now – more than ever – the best way to do that, is to show them how easy it is to switch to Boost. To do so, Boost created an iconic pneumonic, and catchy new tagline to help get the message, and a bit of relief, out to frustrated consumers. Boost also created a new brand device, the Switch. Because: Boost makes it easy to switch. Switching makes it easy to save.
Through the “Project Switch” campaign Boost found that brand advertising that connects widely to mass consumers is best with a friendly, familiar and emphatic tone. As the brand with the best value in wireless, Boost can continue to stand apart from the category by being likable.
To differentiate ourselves from our competitors and create a friendly, familiar tone Boost use ownable key brand devices:
The Switch
The Switch device was created as a proprietary visual icon for how easy it is to save money on your wireless – a physical device that communicates our CTA.
Store Employees
Likable, funny, compassionate, and relevant. Grant & Gina are Boost Mobile employees who are helping everyone discover that it’s easy to switch and easy to save.
Next Generation Store
The campaign was purposefully set in-store to position the retail experience as friendly, spacious, and modern: it’s the place with the best service, value, and products.