Stay Living: Boost Mobile Relaunch
Award Category
Best Strategic Launch Campaign
Agency
The Monkeys
Client
Boost Mobile
Sponsor
Objectives
After Boost Mobile ended its alignment with Optus and paired up with Telstra, it needed to rebuild its customer base from zero. The Monkeys needed to connect 150,000 customers onto a new SIM program, drive half a million prospects to boost.com.au and generate more than a million contacts with potential customers.
Campaign
Boost Mobile needed to mean something beyond cheap phone credit, so research was commissioned that discovered prepaid represented freedom for younger users. It decided to tap into zombie popular culture and the idea that, in a world of zombies on postpaid plans, Boost would support living. Three R-rated zombie films were created where four mates use their Boost prepaid mobiles to stay connected in a post-apocalyptic world. Influential YouTube bloggers were recruited to star as zombies in the films, with their audience and networks leveraged for free. Organic consumption was fuelled by paid video seeding, and a search keyword strategy based around the content was employed. The agency ran a Facebook promotion that focussed on driving immersion with the online film content and photographic content was posted and shared across Tumblr and Instagram.
Results
From an investment of $1.9 million a return on investment of 432% was achieved. Just over 205,00 customers were connected and more than 600,000 unique visitors were garnered. The films alone generated 2.3 million views.
Judges Comments
Insight leveraged a cultural zeitgeist. The insight was pulled through to execution, and delivered results across not only communication objectives but also business metrics.
