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Boost Mobile unleashes Monsta Txt

14 September 2004

Boost Mobile unleashes Monsta Txt

Boost Mobile have uncovered a new group of extreme mobile phone users - Monsta Texters. This group of high volume texters gobbles up texts faster than J-Lo changes husbands!

Boost Mobile have developed a plan that meets the requirements of these ‘mobilized’ individuals; the Boost Mobile Monsta Txt Plan. The new plan was developed with input from high volume texters as well as suggestions from representatives of the Urban Culture New Zealand website; a site that provides a forum for open discussion on issues concerning NZ youth.

Since introducing their new Monsta Txt plan on 1st June, Boost Mobile have seen a staggering increase of over 150% in its customer base, the majority of which are new Monsta Txt Plan users.

The plan is designed to benefit those genuine high volume texters not being catered for and to discourage ‘text bombers’. The plan allows users to send 1000 texts to 025/027 mobiles for only $10 a month, then pay 2c a text to 025/027. Texts to other networks cost 20c.

Boost Mobile Marketing Manager Tania Bui said “We listened to those users out there who complained that there wasn’t a plan available for high volume texters and developed something to specifically meet their needs. Boost Mobile is all about listening to the consumer and understanding the lifestyle environment that youth live in today. What is also interesting is that the success we have achieved to date has primarily been via word of mouth; our Television campaign has only just kicked off.” Boost Mobile launched their new Monsta Txt commercial in August. The commercial builds on their extremely successful Hook Up Tour and subsequent commercials.

Advertising agency Saatchi and Saatchi worked in collaboration with top NZ street artist ASKEW to come up with a visual identity that was fun, reflected the insatiable appetite of high volume texters and the MONSTA was born.

The new TVC was produced by Heat Animation and utilizes many of the revolutionary features from the Hook Up commercials with the continued use of the animated graffiti styles which were prevalent in earlier executions.


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