08.05.09
In new Spanish-Language Advertising Sprint's Prepaid Division Promotes Freedom from Abuse for Hispanic Cell Phone Customers
Boost Mobile's 'Monthly Unlimited' No-Contract Cell-Phone Service Offers Consumers Straightforward Pricing and Predictable Payments with No Additional Telecom Taxes, Activation, Roaming, Traveling or Long Distance Fees
IRVINE, Calif. – It's a common and just grievance among U.S. Hispanics: companies take advantage of them and treat them unfairly. It's so pervasive, many Hispanic consumers feel that it is inevitable and have become numb to it. When no-contract cell-phone service providers add in activation fees, payment fees, overage charges and extra costs for services like voicemail, caller-ID and roaming, consumers grumble and accept it. Once aware they have a choice, they want change.
Boost Mobile continues to take a stand against what may be perceived as abuse by many Hispanic wireless customers and is launching the next installment of its a 'Sin Abusos' (No Abuses) Spanish-language marketing campaign aimed at showcasing how its new 'Monthly Unlimited' plan offers consumers straightforward pricing and predictable payments with no additional Telecom Taxes, activation, payment, roaming, traveling or domestic long distance fees. An edgy nationwide campaign portraying humorous situations that most would consider 'abusive,' Boost Mobile's new 'Sin Abusos' marketing takes aim at its competitors' shortcomings and their negative impact on consumers.
The campaign showcases three primary value propositions: the control and flexibility of no-contract wireless services, the cost/value of Boost's $50 Monthly Unlimited Plan and the quality and superiority of its operation in the Nextel Nationwide Network.
"Boost Mobile Monthly Unlimited service puts consumers in control and we promise to deliver good value, quality service and transparency," said Matt Carter, president, Boost Mobile. "Sin Abusos communicates in an iconic, arresting and memorable way that our customers are not subject to hidden fees*, shoddy networks, credit checks, contracts or flimsy handsets."
'Sin Abusos' ads will be appearing on national TV, network radio, billboards, phone kiosks, as well as several guerilla outdoor tactics. The TV spots begin airing on all major Hispanic networks, including Univision, Telefutura, and Azteca América.
The 'Sin Abusos' creative was developed by iNSPIRE!, Boost Mobile's Spanish-language advertising agency of record. The second installment of the Sin Abusos campaign is entitled "By Accident"
"With this campaign, we demonstrate that when a consumer is accustomed to the pain of the abuse by his wireless company, he no longer fears having an accident because it's likely not going to be as painful as what he put up with at the hands of his wireless company," said Tommy Thompson, president, iNSPIRE!. "Accidents allow us to draw parallels between everyday mishaps with the perceived abuses pervasive in the cell phone industry."
The TV executions highlight 'abusive' scenarios, such as when a malfunctioning-nail-gun shoots nails into the back of a victim in a work environment, when an over-excited friend unconsciously pulls his friend's hair out while watching an intense soccer game, and when a man voluntarily takes over a sizzling hot plate from his cousin at a family reunion.
The solution in each scenario is Boost Mobile's recently launched Monthly Unlimited plan, which offers unlimited-anytime-nationwide talk, text and multimedia messaging, wireless Web and Walkie-Talkie services with a nationwide calling area that reaches over 17,500 cities for only $50 a month.
For more information about the "Sin Abusos" campaign and to watch the latest Sin Abusos TV spot and behind the scenes making of the commercial, please visit www.boostmobilecommunity.com/videos. To learn more about the Boost Mobile $50 monthly unlimited plan, visit www.boostmobile.com/50plan or espanol.boostmobile.com.
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.
About iNSPIRE!
iNSPIRE! is an award-winning independent advertising agency that specializes in connecting with the Hispanic consumer. Established in 1998, iNSPIRE! is based in Dallas, Texas with 11 field offices across the country. iNSPIRE! specializes in advertising, branding, creative, digital, media planning and buying, sales metrics and consumer insights research, and word-of-mouth marketing. Some of its clients include: McDonald's, Midas, Boost Mobile, Western Union, DFW International Airport, Make-A-Wish Foundation among others. iNSPIRE! works tirelessly to drive change in consumer actions through advertising and marketing mediums. For more information, visit www.inspireculture.com.