Case Study: Boost unveils brand awareness campaign
Boost Mobile – with LG Mobile – has launched a brand awareness campaign. Traveling round NSW, Victoria and Queensland the telco brand will showcase their new text machines – a high tech trailer allowing consumers to trial the new Boost technology.
The Case Study:
In a first for a telecommunications provider, Boost Mobile in conjunction with LG Mobile has kicked off an East Coast street sampling tour with their brand new TextMachine.
The TextMachine is a high tech tricked up custom-built trailer costing over $100,000 and is fitted out with TV screens and two texting competition booths. It will stop in key locations around Sydney and regional NSW, as well as heading down to Victoria and up to Queensland giving kids the chance to try out some Boost Mobile phones by LG Mobile as well as take part in texting competitions.
Designed to reach Australian youth where they spend their time including beaches, skate parks, sports fields and other locations, the TextMachine hit the streets on 1 November and will be heading to around 200 teen hangout spots in total from now until April 2011.
There are over $130,000 in prizes to be won by participants with Boost Mobile phones by LG Mobile on board including the newest release VertSlider, top selling WebSlider and super cute Candy Pack. There is also a stack of giveaways for the crowd to score.
Anthony Torr, GM – Boost Mobile, Business Development says “Boost Mobile is always on the search for new and innovative ways to speak to our customers about our products and services. The TextMachine is not only great fun but engages with our demographic one on one in the places where they like to hang out. It’s the first time that a mobile phone company has taken a texting competition experience on the road and it’s proving to be a great success.”
TextMachine locations are placed on the Boost Mobile Facebook page each week, www.facebook.com/boostmobileaus hitting in excess of 30,000 fans.
Source: Boost Mobile press release
Great case study on brand awareness… the concept is very engaging, however, did they see any direct boost in sales or online popularity following the campaign?
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