Boost Mobile.
Growth in the most competitive corner of wireless.
Boost was losing customers in the most competitive corner of wireless, and the reason was not price or coverage. It read as a brand that had settled.
Prepaid wireless is the most competitive corner of the category: near-identical offers, almost no loyalty, and a customer who will move for ten dollars. Boost was losing customers to Metro and Cricket, and the reason was not price or coverage. Boost read as a brand that had settled, so what had to change was not the offer but the belief that Boost was going somewhere.
We evolved the brand’s own line into a platform, We Are Where You At, and built it to be found where the audience already was: 360 video, a browser-based experience with video in VR, thirty influencers, the first VR transit shelter ad, then a full-funnel performance system, Project Switch, that made switching carriers feel like the obvious move rather than a chore. Boost was Sprint’s pillar prepaid brand, and it turned around in under twelve months.
Perception that Boost was a brand on the rise went up 23%. Subscribers went from 6.7M to 8.3M, a 22% increase, with 1.5M net new gross adds and more than $100M per quarter in new customer acquisition. Retention improved 8%, hitting its goal six months early.
SCS was the agency of record. As a founder and its Chief Creative Officer, I led the creative across every touchpoint.
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