Boost Mobile targets Hispanic audiences with new campaign

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Boost Mobile is running a new integrated marketing campaign that reaches out to a Hispanic audience. The new campaign is an extension of the “Sin abusos” campaign, which launched back in February.

The new iteration of the campaign is called “By accident,” and plays on the idea that Boost does not offer any hidden charges to its pay-as-you-go cell phone service. The campaign, which launched last week, will run through the end of the year.

“'By accident,' the second installment of the 'Sin abusos' campaign, demonstrates that when consumers are accustomed to the pain of the abuse by other wireless companies, they no longer fear having an accident,” said Peiti Feng, senior manager, advertising and media at Boost Mobile via e-mail. “By making the scenarios relevant to the daily activities of Hispanic consumers, Boost Mobile sends them a wake-up call to tell them to stop accepting the abuses and come to Boost Mobile for a change.”

The creative emphasizes consumer control and pushes the three different Boost offerings: the No-contract wireless plan, the $50 Monthly Unlimited Plan and the operation in the Nextel Nationwide Network. It targets Hispanics, primarily age 18 to 34.

The media buy includes national TV, radio, billboards and outdoor ads. The creative was developed by iNspire, Boost Mobile's Spanish-language advertising agency of record.


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