Boost Mobile broadens brand appeal with Hispanics.

It’s a common and just grievance among U.S. Hispanics: companies take advantage of them and treat them unfairly. It’s so pervasive, many Hispanic consumers feel that it is inevitable and have become numb to it. When no-contract cell-phone service providers add in activation fees, payment fees, overage charges and extra costs for services like voicemail, caller-ID and roaming, consumers grumble and accept it. Once aware they have a choice, they want change.

Boost Mobile continues to take a stand against what may be perceived as abuse by many Hispanic wireless customers and is launching the next installment of its a Sin Abusos‚ (No Abuses) Spanish-language marketing campaign aimed at showcasing how its new Monthly Unlimited‚ plan offers consumers straightforward pricing and predictable payments with no additional Telecom Taxes, activation, payment, roaming, traveling or domestic long distance fees. An edgy nationwide campaign portraying humorous situations that most would consider abusive‚ Boost Mobile’s new Sin Abusos‚ marketing takes aim at its competitors‚ shortcomings and their negative impact on consumers.

The campaign showcases three primary value propositions: the control and flexibility of no-contract wireless services, the cost/value of Boost’s $50 Monthly Unlimited Plan and the quality and superiority of its operation in the Nextel Nationwide Network.

“Boost Mobile Monthly Unlimited service puts consumers in control and we promise to deliver good value, quality service and transparency,” said Matt Carter, president, Boost Mobile. “Sin Abusos communicates in an iconic, arresting and memorable way that our customers are not subject to hidden fees*, shoddy networks, credit checks, contracts or flimsy handsets.”

Sin Abusos‚ ads will be appearing on national TV, network radio, billboards, phone kiosks, as well as several guerilla outdoor tactics. The TV spots begin airing on all major Hispanic networks, including Univision, Telefutura, and Azteca América.

The Sin Abusos‚ creative was developed by iNSPIRE!, Boost Mobile’s Spanish-language advertising agency of record. The second installment of the Sin Abusos campaign is entitled ‘By Accident’.

“With this campaign, we demonstrate that when a consumer is accustomed to the pain of the abuse by his wireless company, he no longer fears having an accident because it‚s likely not going to be as painful as what he put up with at the hands of his wireless company,” said Tommy Thompson, president, iNSPIRE!. “Accidents allow us to draw parallels between everyday mishaps with the perceived abuses pervasive in the cell phone industry.”

The TV executions highlight abusive‚ scenarios, such as when a malfunctioning-nail-gun shoots nails into the back of a victim in a work environment, when an over-excited friend unconsciously pulls his friend’s hair out while watching an intense soccer game, and when a man voluntarily takes over a sizzling hot plate from his cousin at a family reunion.

The solution in each scenario is Boost Mobile‚s recently launched Monthly Unlimited plan, which offers unlimited-anytime-nationwide talk, text and multimedia messaging, wireless Web and Walkie-Talkie services with a nationwide calling area that reaches over 17,500 cities for only $50 a month.