The Prepaid Press - March 2009 - (Page 11)

PREPAID TELECOM March 15 · 2009 - 11 Boost Mobile Reintroduces Itself New Image, Products and Services IRVINE, CA (February 16, 2009) Boost Mobile is launching a new marketing campaign aimed at showcasing how its new ‘Monthly Unlimited’ plan offers consumers straightforward pricing and predictable payments with no additional Telecom Taxes, activation, roaming, traveling or long distance fees. An edgy nationwide campaign portraying humorous situations that most would consider ‘wrong,’ Boost Mobile says its new ‘Unwronged’ marketing takes aim at its competitors’ shortcomings and their negative impact on consumers. “Boost is standing up for prepaid wireless consumers and eliminating additional charges, such as activation fees, overage charges and extra costs for services like voicemail and roaming,” said Matt Carter, president, Boost Mobile. “Our Monthly Unlimited plan offers true nationwide coverage for a flat fee, so consumers know what they’re getting and how much it will cost. As for competing regional prepaid unlimited players who add hidden fees and provide inferior network coverage with the restrictions of a local calling area, our campaign will call them out on it. No one wants to be wronged. Everyone wants to be unwronged.” The underlying message of ‘Unwronged’ is that with Boost Mobile, consumers will not be subject to hidden fees, shoddy networks, credit checks, contracts or flimsy handsets. The ‘Unwronged’ theme will be communicated in an iconic, arresting and memorable way through national TV ads, local radio spots, billboards, bus shelters, national print and online advertising. The TV spots will begin airing February 16 on 10 networks and cable TV stations, including ABC, NBC and Fox. The ‘Unwronged’ concept comes from advertising agency of record, 180LA, and highlights ‘wrong’ situations, such as pigs eating ham. The solution is Boost Mobile’s recently launched Monthly Unlimited plan which offers unlimited anytime nationwide talk, text and multimedia messaging, wireless Web and WalkieTalkie services with a nationwide calling area that reaches over 15,800 cities for only $50 a month. “Times are tough for our audience,” said William Gelner, executive creative director, 180LA. “What makes matters worse are all the deceitful plans cell phone companies use to gouge people. This campaign has fun with that idea by positioning competitors as the ultimate wrong and Boost as the right.” Since Boost Mobile’s inception, it has been known as a lifestyle brand focused solely on the youth market, with a brand aligned with extreme sporting events and urban hip hop scenes. Now, with its game-changing all-inclusive $50 per month ‘Monthly Unlimited’ prepaid service plan, two new phones (the Motorola i9 and i290) and a business mantra to “unwrong” the ills suffered by wireless customers. Sprint’s prepaid division is primed for a new public face as it reaches out to a broader market of savvy, value-seeking consumers. “Times have changed and we believe that the prepaid market as a whole has greater potential than just the youth market. We are boldly reinventing Boost Mobile with offers that provide value and simplicity beyond mere dollars and cents, and also letting consumers know that we are on their side, that we give it to them straight,” added Carter. Source: Boost Mobile (www.boostmobile.com) 180 (www.180LA.com) Virgin Mobile Announces New Branding Campaign Moves to “Take Advantage” of Britney Spears Tour Sponsorship WA R R E N , NJ (March 4, 2009) As the economy continues to motivate consumers to rethink their wireless spending, Virgin Mobile USA is encouraging valueseekers to “Take Advantage” of its quality and flexibility through a new integrated branding campaign, “Take Advantage of Virgin Mobile.” The new initiative, developed by NYC advertising agency Toy NY, is also designed to point out that Virgin Mobile USA gives control to its customers. The new theme will appear across a range of touch points including POS and online and is featured in a new series of broadcast spots where a friendly interviewer stands alongside Virgin Mobile USA customers and proudly explains that while too many cell phone companies take advantage of consumers, Virgin Mobile USA is encouraging customers to take advantage of them. The company says the tactic humorously backfires as the host provides for requests of 7PM Nights and Weekends or $10 Unlimited Messaging, but is met with more and more unexpected demands such as “ and I’d like you to make my wife look like Britney Spears,” or “My daughter wants a plasma.” The new branding campaign includes social networking visibility with Virgin Mobile USA’s recent launch of branded pages on Facebook, YouTube, Twitter; and new branding on www. virginmobileusa.com. Consumers will also be able to “Take Advantage” as part of Virgin Mobile’s sponsorship of the exciting Britney Spears “Circus” tour, with ticket contests in select cities, as access to behind-the-scenes videos and user-generated content from the tour. Finally, Virgin Mobile USA prepaid customers can purchase dozens of Britney ringtones, including 14 from the “Circus” album. Prepaid customers with the 3G Shuttle device can also stream Britney video clips, including exclusive “Circus” tour footage. On the Ocean 2 and other postpaid devices, customers can purchase 14 ringtones, 14 ringback tones, and 12 full-length music tracks from “Circus” as well as personalization content and music from other Britney albums. In addition, postpaid customers can purchase and download music videos from “Circus” and other Britney albums, as well as stream exclusive “Circus” tour footage, interviews, music videos, and more. Source: Virgin Mobile USA (www.virginmobileusa.com) http://www.virginmobileusa.com http://www.boostmobile.com http://www.virginmobileusa.com http://www.180LA.com http://www.mobile-net.us http://www.mobile-net.us

Table of Contents Feed for the Digital Edition of The Prepaid Press - March 2009

The Prepaid Press - March 2009 Contents The Retske Report: A Disconnect in Connecticut Regulatory Rundown 5 Minutes With Brooks Smith, CEO of InComm TracFone Launches SafeLink Wireless in NY iPayStation Enables International Top-Up Comverse Launches Next-Generation IMS Solution Prepaid Companies Agree to Pay $2.25 Million Prepaid Telecom in Brief Boost Mobile Reintroduces Itself Virgin Mobile Announces New Branding Campaign The State of Prepaid Technology: Becoming a Virtual Operator Prepaid Wireless Roundup New Prepaid Calling Plans from Verizon Wireless The Legal Line Jobless Benefit Debit Card Usage Debated InsurCard Provides Catastrophic Relief Solution Metavante, Monitise Americas Launch Text Banking TransCard Provides Personal Financial Management Walmart to Help Americans Manage Finances Payments and Processing in Brief Prepaid Consumer and Employee/Partner Incentives CashStar Launches Interactive Gift Card Platform VIPGift Continues Sales Expansion Pentagon Installs Unique Card Personalization Line Digital Promotions Grow in Popularity The Ultimate Gift Card Network Retail Sales Show Unexpected Rebound Smart Transaction Systems Selects Hypercom GiftCards.com Acquires Swapagift.com InComm Gaming Opportunities on the Rise VCT Adds Equipment to New Jersey Facility Gift Cards and Promotions in Brief Our Advertisers Contact Us

The Prepaid Press - March 2009

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