How zombies helped bring Boost Mobile back to life

This event report provides a case Study of Boost Mobile's "Stay Living" campaign. In an effort to engage 18-25 year olds, the company rolled out a zombie-themed branded content initiative, focusing on the lives of three young Australians following a near-apocalyptic event.

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...

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