Boost Mobile taps into Gen Y’s desire for freedom in new ‘Stay Living’ campaign via The Monkeys

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Saff_and_Jen_low res.jpgBoost Mobile, via The Monkeys, is shaking up the prepaid category with ‘Stay Living’, a campaign designed to tap into Gen Y’s desire for freedom and their fear of becoming zombies who are suffocated by stifling rules and regulations – like being locked into confusing mobile phone contracts.

Ben_intro.jpg‘Stay Living’ is a highly targeted campaign designed to drive uptake of Boost Mobile’s $40 UNLTD prepaid plans.

The campaign follows a group of friends who ‘Stay Living’ through a zombie apocalypse, Ben_low res.jpgfighting off the zombies they don’t want to become and staying connected via their Boost Mobile phones.

Says Micah Walker, executive creative director at The Monkeys: “Boost is a brand that ultimately believes in freedom Mary_low res.jpgand non-conformity. And with this campaign, we really wanted to engage the audience with a series of offers that played to that belief, and did so in an unexpected way.

“This idea of ‘Stay Living’ is obviously a point of view on the A2_stayLiving_posters-low res 2.jpgworld, but rather than hold a mirror up to reflect reality we wanted to wrap it all up in a story that was entertaining and unconventional. Standing against a world of zombies just made sense.”

The ‘Stay Living’ campaign extends from TV, online films and point-of-sale to social media promotions, DM and sampling, and centres around three short films shot in Sydney and directed by The Glue Society’s Matt Devine through Revolver.

As part of a targeted blogger outreach strategy, the films feature three popular bloggers including Kimmi Smiles, a zombie-loving 21 year-old who has almost 168,000 subscribers to her YouTube channel, A2_stayLiving_posters-low res.jpgand Louna Maroun, a vlogger with more than 50,000 followers. The campaign has also been integrated with a solid PR strategy to further bring it to life. Led by Magnum PR, several targeted tactics will be implemented from teasers to news generation polls.

Says Paul O’Neile, Boost Mobile CEO: “At Boost Mobile, we believe your mobile phone contract shouldn’t burden your life or make you feel trapped. Our ‘Stay Living’ campaign represents young Boost Mobile customers as the champions of the living, and represents the battle between living a fulfilling, free and exciting life and being a slave to conformity and phone contracts.”

Boost: Stay Living

Boost CEO: Paul O’Neile

General Manager: Business Development – Anthony Torr

Customer Experience Manager: Tina Cleary

Agency: The Monkeys

Chief Creative officer: Justin Drape

Executive Creative Director: Micah Walker

Digital Creative Director: Jay Gelardi

Art Director: Oksana Valentelis

Copywriter: Henry Kember

Head of Broadcast Production: Thea Carone

Broadcast Producer: Jade Wannell

Executive Planning Director: Fabio Buresti

Channel Planner: Mat Rawnsley

Senior Engagement Planner: Rachel Maughan

Social Media Strategist: Matt Abet

Director of Client Services: Dan Beaumont

Content Director: Gini Sinclair

Content Manager: Anthony Campagna

Production Company: Revolver

Director – The Glue Society: Matt Devine

Executive Producer/Managing Director: Michael Ritchie

Producer: Adrian Shapiro

Editing: Dan Lee / Editors

VFX Supervisor: Nicholas Ponzoni, Fin Design

Composers & Sound Design: Nylon

Saffron & Jen Film: Nicky Routledge

Ben Film: Christopher Kelaart

Mary Film: Son Of Kick

PR Agency: Magnum PR

Print Credits:

Photographer: Ingvar Kenne

Photo production: The Pool Collective

Retouching: Outpost

Art Buyer: Meghan Petersen

Designer: John-Scott McClure