Boost Mobile Digital, Case study Boost Your Voice [image] by 180 LA

Adsarchive » Digital , Case study » Boost Mobile » Boost Your Voice [image]

Boost Your Voice [image]

Pin to Collection
Add a note
Industry Mobile Communications
Media Digital, Interactive & Mobile, Case study
Market United States
Agency 180 LA
Chief Creative Officer William Gelner
Associate Creative Director Brian Farkas, Tylynne Mccauley
Executive Creative Director Eduardo Marques, Rafael Rizuto
Creative Director Jason Rappaport, Mike Bokman
Production The Corner Shop
Director Malik Vitthal
Released October 2016

Awards

Cannes Lions 2017
Integrated - Grand Prix
Promo And Activation Sectors: Corporate Social Responsibility Grand Prix
Outdoor Ambient: Live Advertising and Events Gold Lion
Titanium - Titanium Lion
Promo And Activation Campaign: Integrated Campaign led by Promo & Activation Silver Lion
Direct Use of Direct: Use of Ambient Media: Large Scale Silver Lion

Credits & Description

Title: Boost Your Voice
Agency: 180la
Brand: Boost Mobile
Country: USA
Entrant Company: 180la, Santa Monica
Advertising Agency: 180la, Santa Monica
Production Company: Atomica Music, Texas / 180la, Santa Monica / Therapy Studios, Los Angeles / The Corner Shop, Santa Monica
Executive Creative Director: Eduardo Marques (180la)
Executive Creative Director: Rafael Rizuto (180la)
Chief Creative Officer: William Gelner (180la)
Director Of Integrated Production: Natasha Wellesley (180la)
Director Of Business Affairs: Loretta Zolliecoffer (180la)
Designer: Delaney Maher (180la)
Executive Producer: David Emery (180la)
Creative Director: Mike Bokman (180la)
Creative Director: Jason Rappaport (180la)
Associate Creative Director: Brian Farkas (180la)
Associate Creative Director: Tylynne Mccauley (180la)
Senior Manager, Content & Social Activations: Jay Lledo (180la)
Social Media Manager: Karla Burgos (180la)
Creative Technologist: Jefferson Wu (180la)
Account Manager: Eric Reilly (180la)
Brand Director: Mike Slatkin (180la)
Digital Creative Director: Karan Dang (180la)
Digital Designer: Matt Jensen (180la)
Senior Ux Designer: Stacey Savage (180la)
Director Of Art & Design: Chris Welsby (180la)
Producer: Aine Carey (180la)
Digital Producer: Ryan Schmidt (180la)
Executive Digital Producer: Stephen Fahlsing (180la)
Project Manager: Lisa Payton (180la)
Head Of Account Management: Chad Bettor (180la)
Planner: Theo Soares (180la)
Planner: Cecelia Girr (180la)
Business Affairs Manager: Amy Sharma (180la)
Executive Producer: Anna Hashmi (The Corner Shop)
Producer: Stephen Love Jr., (The Corner Shop)
Music: Atomica Music (Atomica Music)
Director: Malik Vitthal
Outcome:
While long lines persisted in many low-income neighborhoods, in Boost precincts, voting ran smoothly and voter turnout increased 23% over the 2012 presidential election.A get-out-the-vote event hosted in partnership with Chance the Rapper and Turbovote led to the highest early voting turnout in Chicago history.- 766 million total campaign impressionsBoost Mobile stores will continue to serve as official voting stations in the ongoing fight for equal access.
Strategy:
Our aim was to shine a light on the voting struggles of people in low-income and minority neighborhoods and inspire action from all Americans who believe in voting equality. To reach our target demographic, we took a grassroots approach – partnering with voting rights groups, election officials and top hip-hop artists to host get-out-the-vote events. We also designed a line of voter apparel to make “Voter” an empowering part of their identity. We also created a mobile-friendly web site with a polling station locator, shareable facts, and a video shining a light on the problem of unequal voting access.
Relevancy:
The Boost Your Voice campaign formed a unique relationship with customers by enabling them to exercise their most fundamental American right inside a Boost Mobile store: voting. 2016 was the first presidential election since the Voting Rights Act was repealed. With 868 polling station closures in low-income and minority neighborhoods, we saw an unprecedented opportunity to stand up for equal voting access. Working with local governments, we did the unprecedented: turned Boost Mobile storefronts into voting stations on Election Day to improve voter access in low-income neighborhoods.
Campaign Description:
Since the 2012 presidential election, 868 voting stations were eliminated in low-income and minority neighborhoods. Boost Mobile stores are located in these neighborhoods. So we did the unprecedented: We turned Boost Mobile Stores into voting stations on Election Day to make voting in these areas easier and more accessible.
Execution:
Turning Boost Mobile stores into official voting stations was a monumental challenge. It took a team of 30 people calling and following up with 817 counties for six months. The team had to overcome resistance and skepticism from many counties – after all, this same system has historically suppressed minority voters – but we managed to find several election officials who shared our belief that the system needed change, and willing to take on the risk of trying something completely new.On November 8th 2016, people voted in Boost Mobile stores across the United States. Marking an unprecedented partnership between government and a corporation in an election.
Synopsis:
Boost Mobile is a prepaid wireless carrier. In the prepaid wireless industry, brand loyalty is very low; with no contracts, people often switch carriers to get the best deal. Boost Mobile’s brand mission is to be an ally for their customers and help them be heard – primarily low-income and working-class minorities in urban areas across the United States.Voters in these neighborhoods have fewer voting stations and are more likely to have to wait in line for hours. To these Americans, waiting in line means missing work and losing a paycheck. To help form a more meaningful connection with the community they serve, Boost Mobile set out to help their customers have equal voting access in the 2016 presidential election.