05.21.09
Sprint's Prepaid Division Continues to Broaden Brand Appeal with Next Installment of 'Unwronged' Advertising Campaign Featuring Racing Star
IRVINE, Calif. – Boost Mobile, the prepaid division of Sprint Nextel (NYSE: S), unveils the next installment of its 'Unwronged' commercials, this time featuring Danica Patrick. Turning the tables on the IndyCar racing community in humorous situations, Danica communicates the wrongs of prepaid phone plans that fail to match the value of Boost Mobile's 'Monthly Unlimited' service.
Earlier this year Boost Mobile redefined value for wireless consumers when it introduced the 'Monthly Unlimited' service, offering unlimited anytime nationwide talk, text and multimedia messaging, wireless Web and Walkie-Talkie services with a nationwide calling area available in more than 17,500 cities for only $50 a month.
"Danica brings a high level of fun, energy and edge which aligns perfectly with Boost Mobile's 'Unwronged' campaign," said Neil Lindsay, chief marketing officer, Boost Mobile. "There is still a lot of wrong out there and now Boost has joined forces with Danica Patrick to draw greater attention to these wrongs among a broader base of U.S. consumers."
The two spots will begin airing on May 24 during the Indianapolis 500 on ABC and will feature the Motorola Clutch™ i465, Boost Mobile's first QWERTY phone. Coupled with the Boost Mobile $50 Monthly Unlimited cell phone plan, the innovative Clutch i465 combines the power of Walkie-Talkie and the convenience of a QWERTY keyboard allowing consumers to take advantage of the full functionality of the phone.
"These commercials are definitely going to get people talking," said Danica Patrick. "Boost Mobile does a great job coming up with marketing campaigns that really push the limit, but still get across a great message. Everyone is looking for a value these days and that is exactly what you get with the Boost $50 Monthly Unlimited Plan and the Motorola Clutch."
The 'Unwronged' campaign, now featuring Patrick will be communicated through national TV ads, local radio spots, mobile billboards and online advertising. The TV spots will begin airing May 24 on nine networks and cable TV stations, including ABC, Versus and ESPN. The campaign will also be featured in cinema advertising beginning June 17.
The creative behind these commercials once again comes from Boost's advertising agency of record, 180LA, and highlights Boost Mobile as the answer to wireless competitors' wrongs.
"We had fun with the gender bending aspect of Danica being a female racer in
a male dominated sport," said William Gelner, executive creative director, 180LA. "Turning the tables on crazy fans and pit crews
seemed right."
Boost Mobile offers affordable alternatives to long-term wireless contracts, providing flexible payment options and value for budget-minded consumers. With service plans enabling customers to pay for their wireless service by the minute, day or month, Boost customers can choose a plan that fits their needs.
About Boost Mobile
Boost Mobile, the prepaid division of Sprint Nextel (NYSE: S), redefines value for wireless consumers with its 'Monthly Unlimited' service, offering unlimited anytime calling, text messaging, wireless web and exclusive Boost® Walkie-Talkie service with a national calling area for $50 a month. Boost Mobile 'Monthly Unlimited' offers flat-rate, nationwide service in 15,800 cities throughout the United States on the Nextel National Network – all with no additional telecom taxes, activation, roaming, traveling or long distance fees. Boost Mobile offers a selection of quality handsets from Motorola, ranging from entry-level to high end, as well as worry-free calling plans that enable customers to pay by the minute, day or month. Boost-branded wireless phones are available nationwide at nearly 20,000 major retail stores including Best Buy, Radio Shack, Target, Wal-Mart; Sprint retail stores and independent wireless dealer locations; with Re-Boost® available at approximately 100,000 locations throughout the U.S. Purchase and experience Boost Mobile on the Web at MySpace, Facebook, Twitter and www.boostmobile.com.