Celebrating 25 years.
Boost Mobile is celebrating 25 years in the Australian telco market, working harder than ever before in a campaign via WiredCo.
The campaign is being rolled out across OOH, sponsorship, BVOD and film.
“Aussies know what hard work looks like. They’re working their arse off every day, and so are we,” said Boost Mobile’s head of marketing, Fiona Ruxton.
“Boost Mobile works hard for our customers, bringing epic value and full coverage on the Telstra Prepaid Mobile network.
“To grow our consideration, we needed to find the most creative and salient way of telling the Boost Mobile story to more Australians.”
In November 2024, Boost appointed WiredCo. as their brandformance agency, taking on paid media, strategy and creative duties to help achieve the brand’s growth ambitions.
“We started from the basic truth that Australians are hustling, grinding, battling and working harder than at any other time in recent history,” said WiredCo’s partner and managing director, David Kennedy-Cosgrove.
“So, they want every dollar they earn to work even harder than they do. And they also want a mobile provider that works just as hard.”
The films are produced by Rabbit and directed by Aimée-Lee Xu Hsien.
“It’s a statement of intent for the brand - guiding the attitude they take to everything moving forward, from comms to products,” said WiredCo’s creative director, Joe Stuart.
“When you think about what a mobile network provider like Boost does every day, it connects billions of data points, millions of calls, thousands of messages, and it ensures we get all our videos streamed and cat memes shared. In an abstract and invisible way, it works bloody hard,” said Stuart.
“Then we thought about all the unsung uniquely Australia things that work bloody hard. We built a list of over two hundred.
“But we worked together with Boost to whittle it down to the really unexpected, iconic, and funny things.
“A Bin Chicken works hard on a Friday night. Nedd Brockmann’s podiatrist works hard after he’s run across Australia.
“And a ‘97 Ute with 700,000KMs on the clock works bloody hard. When you pit them against Boost, none of them works as hard as it does, but you end up with this lovely comparison that celebrates both. Aimée-Lee’s comedic style was perfect for delivering this in a fresh way.”
With the brand’s Supercars partnership, the media strategy for the campaign kicked off with the 60 second running across the Supercars Championship and national BVOD and YouTube.
Following that, the brand took over the entire Gold Coast for the Boost GC 500, all accompanied by national OOH, social and 30 and 15 second TV and BVOD across Q4.
“Leaning into Aussie slang and humour to stand out and connect with customers fits nicely with our brand DNA,” said Ruxton.
“We also wanted to get Nedd Brockmann involved because he’s famous for going hard at challenges like being the fastest to run from Perth to Sydney.
“It was the perfect opportunity to not only land the campaign line but also help us reach new audiences."
Campaign Credits:
Boost Mobile
Bobby Geldens – CEO
Fiona Ruxton – Head of Marketing
John-Scott McClure – Creative Director Brand and Concept Artist
Kate Hoeffler – Digital Marketing Manager
Maria Vidal – Creative Director Retail and Production
Kristen Maksimov – Marketing Executive
Tommy Gill – Commercial and Strategy Principle
WiredCo
David Kennedy-Cosgrove – Partner and Managing Director
Angela Hampton – Founder and CEO
Samantha Nunura – Group Business Director
Joe Stuart – Creative Director
Liv D’albertanson – Account Manager
Leah Austin – Account Director
Sophie Millican – Creative
Maria Pelosi – Designer
Alex Frankis – Head of Media and Strategy
Gidon Jacobs – Paid Media Lead
Kelsey Hensby – Paid Social Lead
Kim Strahija – Paid Media Specialist
Adil Fazal – Paid Social Executive
Micheal Dawson – Senior Creative
Carolyn Starkey – Senior Producer
Tim Casey and Shetouch – Retouching and Finished Art
Rabbit
Aimée-Lee Xu Hsien – Director
Katrina Maw – General Manager and Executive Producer
Lucas Jenner – Partner and Executive Producer
The Editors
Grace O’Connell - Editor
Stu Cadzow - Colourgade and VFX
Pancho
Karlene Van Opdorp - AI Senior Producer
Patrick Salter - AI Managing Director
Rumble
Daniel William - Sound Engine
Irene Kakopieros - Producer
