Advertiser: Boost MobileBrand: Boost MobileAgency: 180LACountry: United States
Objectives
Challenge
How do you buy a prepaid customer's loyalty? – You can't.
Prepaid wireless's biggest selling point is, ironically, the biggest hindrance to brand loyalty: no long-term contracts.
Oh, how soundly postpaid carriers (AT&T, Verizon, Sprint, T-Mobile) must sleep at night. Imagine having customers sign a two-year contract on the first date!
Meanwhile, in the prepaid world Boost Mobile operates in, customers can leave you in the middle of the night. And they do. Who can blame them? Competitor A is...