How zombies helped bring Boost Mobile back to life
Andrea Sophocleous
Australians love their mobiles. With penetration at an impressive 130% and rising, it seems consumers are piling up multiple SIMs and handsets. Competition among mobile network operators is consequently extremely fierce.
So it is perhaps not surprising that a smaller operator such as Boost Mobile, which targets 18-25 year olds with budget pre-paid plans, looked to branded content to cut through the clutter and make an impression. More specifically, it turned to a theme which was undeniably popular with its preferred audience: zombies.
Boost's ambitious "Stay Living" campaign, created...