SOURCE: Boost Mobile

Boost Mobile

February 16, 2009 09:00 ET

Boost Mobile Reintroduces Itself to Wireless Consumers With New Image, Products and Services

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

IRVINE, CA--(Marketwire - February 16, 2009) - 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.

The 'Unwronged' concept comes from advertising agency of record, 180LA, and highlights 'wrong' situations, such as pigs eating ham. The solution is Boost Mobile's recently launched Monthly Unlimited plan which offers unlimited anytime nationwide talk, text and multimedia messaging, wireless Web and Walkie-Talkie services with a nationwide calling area that reaches over 15,800 cities for only $50 a month.

"Times are tough for our audience," said William Gelner, executive creative director, 180LA. "What makes matters worse are all the deceitful plans cell phone companies use to gouge people. This campaign has fun with that idea by positioning competitors as the ultimate wrong and Boost as the right."

Since Boost Mobile's inception, it has been known as a lifestyle brand focused solely on the youth market, with a brand aligned with extreme sporting events and urban hip hop scenes. Now, with its game-changing all-inclusive $50 per month 'Monthly Unlimited' prepaid service plan, two new phones (the Motorola i9 and i290) and a business mantra to "unwrong" the ills suffered by wireless customers. Sprint's prepaid division is primed for a new public face as it reaches out to a broader market of savvy, value-seeking consumers.

"Times have changed and we believe that the prepaid market as a whole has greater potential than just the youth market. We are boldly reinventing Boost Mobile with offers that provide value and simplicity beyond mere dollars and cents, and also letting consumers know that we are on their side, that we give it to them straight," added Carter.

Boost Mobile offers affordable alternatives to long-term wireless contracts, providing flexible payment options and value for cost-conscious consumers who are looking to wisely spend their hard-earned money during this recession. With service plans enabling customers to pay for their wireless service by the minute, day or month, Boost customers can choose a plan that fits their needs.

Boost Mobile's easy-to-use and durable lineup of devices from Motorola -- allowing consumers to communicate via voice calls, Walkie-Talkie and text messaging -- ranges from reasonably priced for the entry-level customer (such as the i290) to feature-rich for the discerning high-end customer (including the i9).

For more information about the "Unwronged" campaign and to watch the latest UNwrong'D TV spots, please visit www.boostmobilecommunity.com/videos. To learn more about the Boost Mobile $50 monthly unlimited plan, visit www.boostmobile.com/50plan.

About Boost Mobile

The prepaid division of Sprint Corporation (NYSE: S), Boost Mobile offers quality mobile phones, and flexible pay by the month, day and minute wireless services with no hidden fees, no contracts, or credit checks. Boost-branded wireless phones with its exclusive Boost® Walkie-Talkie service are available nationwide at approximately 16,000 major retail and independent wireless dealer locations; with Re-Boost® available at approximately 100,000 locations throughout the U.S. Purchase and experience Boost on the web at MySpace, Facebook and www.boostmobile.com.

About 180LA

180 (www.180LA.com and www.180amsterdam.com) is an international creative agency with offices in Amsterdam and Los Angeles. 180 employs 200+ people from over 30 countries. 180's client roster includes adidas International, Sony Consumer Electronics USA, Sony Corporation, Seventh Generation, Bombay Sapphire, Boost Mobile, MTV, BMW Motorcycles, Amstel Beer, Glenfiddich and Omega Watches.