Our Work

Boost Mobile

Successfully Launching Unlimited by Boost

Boost Mobile turned to Allison & Partners to introduce its Unlimited by Boost (UbB) flat–rate, regional calling plan in a fiercely competitive market.

Working closely with Boost Mobile, our teams determined the demographics and motivating factors behind wireless purchasing decisions in key regional markets. As a result, we developed media angles and promotions that were strikingly effective in reaching Boost's key audiences comprising local radio giveaways, promotions and DJ chatter and Spanish–language print and radio outlets. We also leveraged research that showed that Boost Mobile's target demographic were likely to eliminate landline phones position UbB as a great value for those “going wireless” based on Boost's network quality and larger home calling area.

We also capitalized on the brand's Boost Mobile Pro of Surf (BMP of Surf) event, the only leg of the World Championship Surfing Tour to be held on mainland USA.  We used an on–site satellite truck to help create b–roll and custom–develop footage of specific surfers for key outlets, arranged for pitched helicopter fly–bys and secured 11 broadcast and 20 print placements, reaching over one million broadcast viewers and garnering nearly three million print impressions.

The launch of the Unlimited by Boost plan exceeded expectations, attracting more than 500,000 subscribers (168 percent more than forecast) and surpassing the growth of its closest competitors. Add to this the millions of impressions generated so far, and Boost Mobile has received an ROI of more than 4:1, on its launch program, with prominent coverage across the country.