"Part of the challenge for Boost Mobile is that we're a well-recognized brand in much of the community, but we've been historically perceived as a youth brand, because that's how we've positioned ourselves," said Shawn Glisson, field communications manager for Boost Mobile. "Boost Mobile for a year now has been going through a repositioning and broadening our market to families. And we're looking for Vidal to aid us in that process with the Hispanic community."
The agency, which also serves a Hispanic PR and advertising AOR for Boost's parent company Sprint, was chosen after a competitive RFP, where three other agencies responded. Glisson declined to name the other agencies that pitched, or the financial details of the account.
"We wanted a firm that could operate nationally, but had strong local awareness," he said, noting the need for experience in priority metro markets, as well as with the national Hispanic media. Vidal has offices in New York and Miami. In addition to wireless experience with Sprint, the agency had retail experience from JC Penney and Home Depot, Glisson said, which was attractive for Boost.
"Not only are we seeking to reach the Hispanic consumer, but we also need to reach the Hispanic retailers, the entrepreneurs, who run the independent wireless stores," he added.
Boost also works with Allison & Partners for PR, and Inspire and 180 LA for advertising; all three agencies are helping to reposition the brand. The Vidal Partnership will oversee Boost's "Sin Abusos" marketing program, help craft day-to-day messaging and PR, and work on community relations programs, including cause marketing, Glisson said.