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We Built A Network is a totally new campaign and brand platform for Boost Mobile that puts their newly-built nationwide 5G network at the center of the story. With a charming cast of characters representing a fictional crack team inside Boost Mobile HQ, we’re changing perceptions by not only telling viewers that Boost Mobile is a major network now, we’re giving them a peek behind the curtain to see the difference for themselves.
Boost Mobile invested billions of dollars legitimizing themselves, building 5G towers across the country, making them the fourth major network alongside AT&T, Verizon, and T-Mobile. The problem is nobody knew anything about it, with effectively zero awareness for their new network. Not only that, the brand’s history and reputation as a prepaid carrier was actively working against them in building credibility. Our task was to build a platform that made people take them seriously; to reposition the entire company as a serious competitor to the biggest mobile providers in the country.
A comedic, self-aware campaign and new brand platform that:
Clearly establishes Boost Mobile as a major network while educating consumers on the competitive features of their nationwide 5G.
Repositions a company with a maligned reputation as an exciting underdog in the big wireless network game.
Dials up the charm to make the brand more relatable and familiar to a wider audience (where our biggest growth opportunities lie) while not alienating the existing prepaid consumer base.
In the US, Boost Mobile is often associated with low-income communities and negative stereotypes. They’re proud of having provided their customers with affordable wireless service for all these years — but knew their existing brand perception would be a barrier to clearly establishing themselves as a major 5G network.
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