This campaign takes consumer frustrations found online in the form of tweets, posts, blogs or comments, and brings them to life. This particular spot came from a tweet sent by @MRabin17–“I’m so sick of fearing my monthly bills”. It’s a sentiment that perfectly captured people’s frustrations with high wireless bills during a bad economy. After we found the quote, we needed to give it teeth by creating the most terrifying bill that’s ever been delivered to anyone, ever.

The web is teeming with frustrations about the wireless industry. People tweet, post, and blog whenever they feel wronged by their provider. So we convinced Boost to embrace the hate. To use real consumer gripes as the voice of their new campaign, and then to actually answer them by structuring Boost’s offers on the chatter we heard online, as well as our own Facebook page. First we built “The Aggravator”. A web tool that aggregated all complaints made about the wireless industry allowing people to see exactly what others were saying about every wireless provider, including Boost Mobile. We then selected the most powerful quotes and re-enacted them in television commercials.We also created billboards, print ads and digital banners that displayed real consumer frustrations for all to see.In every media channel we gave a voice to the frustrated and allowed them to not only be heard, but more importantly, be answered.

After the campaign launched, brand awareness reached an all time high of 80% and purchase consideration increased by over 20% among key demographic segments. This not only achieved our business goals, the Be Heard campaign drove brand loyalty, resulting in Boost’s highest customer retention rate in over two years.

In social media, the campaign gave consumers a platform to be heard and helped grow Boost’s social community by 183%. In particular, the brand’s Facebook community expanded by 229% with monthly active users increasing by 280%. By the end of 2011, we were driving 4,000 customers weekly to boostmobile.com.