While many may recognize “Boost” due to its pre-paid counterpart, Boost Mobile, the company was beginning a new era of postpaid unlimited wireless done right.
The post-paid wireless category was full of long-time power players and Boost infinite was the newest entrant in the space and needed to find a way to stand out and re-educate consumers on Boost.
The category is full of shouting voices, pressuring viewers into confusing deals whereas Boost Infinite is refreshingly simple, easy and honest. Which led us to our new platform: A Wireless Utopia.
The ‘Wireless Utopia’ campaign launched Boost Infinite as an upgraded offering with an optimistic outlook. An approachable zen utopia that was in stark contrast to the rest of the category. While they shouted and confused we whispered and welcomed.
We developed a new identity for Boost Infinite embracing calming colour palettes (while still honouring Boost’s signature Orange), fantastical other-worldly landscapes and an aspirational, utopic brand voice. Because with Boost Infinite you can transcend to a higher plane of wireless wonder.