Advertiser: Boost Mobile
Brand: Boost Mobile
Agency: 180LA
Country: 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 offering free phones, Competitor B throws in lines for the kids, and Competitor C has the new iPhone.

Losing the switcher wars