Prepaid wireless is the most competitive corner of the category: near-identical offers, almost no loyalty, and a customer who will move for ten dollars. Boost was losing customers to Metro and Cricket, and the reason was not price or coverage. Boost read as a brand that had settled, so what had to change was not the offer but the belief that Boost was going somewhere.
We evolved the brand’s own line into a platform, We Are Where You At, and built it to be found where the audience already was: 360 video, a browser-based experience with video in VR, thirty influencers, the first VR transit shelter ad, then a full-funnel performance system, Project Switch, that made switching carriers feel like the obvious move rather than a chore. Boost was Sprint’s pillar prepaid brand, and it turned around in under twelve months.
Perception that Boost was a brand on the rise went up 23%. Subscribers went from 6.7M to 8.3M, a 22% increase, with 1.5M net new gross adds and more than $100M per quarter in new customer acquisition. Retention improved 8%, hitting its goal six months early.
SCS was the agency of record. As a founder and its Chief Creative Officer, I led the creative across every touchpoint.
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