We launched Boost Infinite as a refreshing alternative in a crowded Telco market, creating a “Wireless Utopia” that contrasted simplicity and calm against the chaos of the competition.
The post-paid wireless category was full of long-time power players and Boost infinite was the newest entrant in the space. They needed to find a way to stand out and re-educate consumers on the Boost Infinite offering which was often confused for it’s prepaid counterpart, Boost Mobile .
The category is known for being full of shouting voices that pressure viewers into confusing deals. Boost Infinite, on the other hand, was all about being 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. This approachable zen utopia was in stark contrast to the rest of the category. While the competition 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), fantastically other-worldly landscapes and an aspirational, utopic brand voice. Every decision was made to evoke the feeling that Boost Infinite let’s you transcend to a higher plane of wireless wonder.