1 / 32

Ideas Brief

Breaking All The Rules: Why Boost Mobile Was Not Supposed To Win A 2004 ARF David Ogilvy Research Award. Ideas Brief. A Presentation for the Week of Workshops, November 5, 2004. Discussion Items: 1. History Indicated That We Wouldn’t Win

kuper
Download Presentation

Ideas Brief

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Breaking All The Rules: Why Boost Mobile Was Not Supposed To Win A 2004 ARF David Ogilvy Research Award Ideas Brief APresentation for the Week of Workshops, November 5, 2004.

  2. Discussion Items: 1. History Indicated That We Wouldn’t Win 2. Making The Case For Being In The Competition 3. Creating Our Own Rules Of Research 4. An Idea That Changed Everything 5. And The Advertising That Caused A Stir Ideas Brief

  3. Mass Perception:The ARF tends to celebrate big brands, products and services that invest a lot of time and money, employing a wealth of traditional research methodologies, on their way to achieving national success.

  4. Our Reality:In early 2003, Nextel aimed to conduct a regional test of a new wireless brand aimed at youth ages 15-24. We had only three months and less than $60,000 to learn through research, report findings and present ads. Ideas Brief

  5. The Test:Nextel set these goals: 1. Regional sales to exceed expectations for eight straight months, 2. A 1:1 customer acquisition ratio vs. national competitor Virgin Mobile and 3. Evidence of the brand’s real connection to youth. Ideas Brief

  6. In The End:Even if all goals were met, the brand might go away. Boost Mobile was a low budget learning opportunity for Nextel; a marketing and communications experiment. On the surface, this launch had nothing or little in common with past ARF winners. Ideas Brief

  7. Discussion Items: 1. History Indicated That We Wouldn’t Win 2. Making The Case For Being In The Competition 3. Creating Our Own Rules Of Research 4. An Idea That Changed Everything 5. And The Advertising That Caused A Stir Ideas Brief

  8. Inspiring A New Generation Of Wireless Customers:Boost Mobile exceeded all of Nextel’s regional expectations, and – due to strong consumer generated word of mouth - sparked interest nationwide.

  9. Source: 2003 Client Sales data Objective One: Exceed Nextel’s sales expectations for 8 consecutive months. Result:Boost Mobile exceeded sales goals by at least 50% every month since the regional launch and was awarded a national rollout in 2004.

  10. Boost Virgin 12% 100% % Of country 5:1 Average subscribers per month 40,000 65,000 Source: 2003 Client Data. Objective Two: Maintain a 1:1 acquisition ratio vs. national competitor Virgin Mobile. Result:Although in only 12% of the country, Boost Mobile sold five times as many phones as Virgin Mobile on a per capita basis.

  11. Objective Three: Prove Boost Mobile’s unique connection to youth. Result:The right customers embraced Boost Mobile as the brand made just for them and, leading with the Boost 2Way feature, helped grow the business as kids AND their friends (tribes) started buying phones to stay connected.

  12. Discussion Items: 1. History Indicated That We Wouldn’t Win 2. Making The Case For Being In The Competition 3. Creating Our Own Rules Of Research 4. An Idea That Changed Everything 5. And The Advertising That Caused A Stir Ideas Brief

  13. No Competitor “Got It” When It Came To Youth:We resolved early on that looking at the same research as everyone else, in the same way, was going to provide an imperfect solution.

  14. A More Relevant Research Design:We embraced a real-time approach that put the emphasis on distilling useful observations, discarding information that was interesting but not directional, and forming and challenging hypotheses all along the way.

  15. Market/ Environmental Trends Core Consumer Insights Internal Vision Expert Opinions Brand Essence Associations Values Traits Activating the Brand Products & Features Plans, Pricing & Payment Events & Sponsorship Communications Web Site Holistic Learning:We put the focus on not simply delivering a research binder filled with facts, but a document that took observation and turned it into insight.

  16. The Importance Of Self:For youth ages 15-24, there is the need to be an individual. This provides feelings of freedom, self-expression, self-determination and distinctiveness. Key Observation.

  17. The Importance Of Group:For youth ages 15-24, there is the need to be a part of a group. This provides feelings of comfort, security, safety, self-esteem, confidence and courage. Key Observation.

  18. Resolving The Paradox:Whereas other brands forced youth to make a choice – be an individual or be a part of a crowd – there was opportunity for a brand to resolve the paradox; to celebrate the movement toward “collective independence.” Key Insight.

  19. Tribalized Individualism Expression #5 Finding significance by being a unique asset within a larger group Definition • Finding the right balance between conformity and pure individualism Social Learning • Total individualism can have as high a personal cost as total conformity New Ideal • Get the benefits of being part of a group without giving up your identity Tribalized Individualism:What we discerned through our own real-time research was something that, many months later, DYG quantified in their SCAN study. And what they eventually saw as an emerging trend, we had already established as our own.

  20. Discussion Items: 1. History Indicated That We Wouldn’t Win 2. Making The Case For Being In The Competition 3. Creating Our Own Rules Of Research 4. An Idea That Changed Everything 5. And The Advertising That Caused A Stir Ideas Brief

  21. Putting Learning Into Action:Versus providing Boost Mobile with the right research answer, we delivered an idea in “collective independence” that was more significant than a report. And we lived the idea, we wrote the brand story, to help it come to life for anyone and everyone who would eventually touch this brand. Ideas Brief

  22. Introducing Boost Mobile:What we do is about more than simply making mobile technology accessible to young people. It’s about empowering individuals to invent their own lifestyles through stronger connections with their crew of friends. At Boost Mobile, we don’t think of ourselves as your typical mobile communications company. We think of ourselves as a different kind of company – a mobile lifestyle company Ideas Brief Excerpt from “The Boost Mobile Story”

  23. Tribal Youth:Our appeal is to tribal youth. Young people who realize that being with other like-minded individuals can give them more strength and opportunity to create their own ways of living. We don’t champion youth culture as a single static entity, but as a diverse ever-changing collection of subcultures – of tribes of individuals joined through common interests and their pursuit of independence and individuality. Ideas Brief Excerpt from “The Boost Mobile Story”

  24. Brand Essence:Boost Mobile symbolizes the power (the creativity, the fun, etc.) of connections and groups. The power of strong individuals becoming even stronger together. Ideas Brief Excerpt from “The Boost Mobile Story”

  25. Core Values:Freedom. Friendship. Creativity. Action. Integrity. Ideas Brief Excerpt from “The Boost Mobile Story”

  26. Personality And Attitude:Youthful. Irreverent. Witty. Original. Excerpt from “The Boost Mobile Story”

  27. Associations:Collectivity. Independence. Surfing. Skateboarding. Snowboarding. MotoX. Activity. Energy. Roxy. Brushed Metal. Cool. Plugged In. Mobility. Ideas Brief Excerpt from “The Boost Mobile Story”

  28. Staying On Strategy:These brand essence, values, attitudes and associations represent the foundation of the Boost Mobile brand. They are a guide and a screen for every brand initiative – helping inform decisions on what Boost Mobile is currently doing and what we can do in the future. More than a rigid list of rules that inhibit creativity, this thinking is intended to be the stimuli to set all of our imaginations running free in the same direction. Ideas Brief Excerpt from “The Boost Mobile Story”

  29. Discussion Items: 1. History Indicated That We Wouldn’t Win 2. Making The Case For Being In The Competition 3. Creating Our Own Rules Of Research 4. An Idea That Changed Everything 5. And The Advertising That Caused A Stir Ideas Brief

  30. The Television Campaign:Party, Skater and Street Racer.

  31. The Accolades:In 2004, Boost Mobile has been widely celebrated by the advertising, marketing and research communities: Gold at Effie, Gold at AME, Silver by the ARF, AdForum’s Most Downloaded Commercial (Gold Hit), and on…

  32. Ideas Brief

More Related