Just how hard does your mobile provider work? That’s a very good question. WiredCo has seized the question for Boost Mobile in its new self-explanatory brand campaign, Works its arse off. At a time when Aussies are working harder than ever before, Boost Mobile wants Aussie to know it is doing the same to deliver the best mobile deals on the hardest working network in Australia.
Love it (or not), the new campaign embraces Australian slang with gusto to deliver its message in a fun, humorous and memorable way in a campaign that is being rolled out across OOH, sponsorship, BVOD, and film.
The campaign’s tone and manner does align with both the brand’s known challenger attitude and the culture of the youth segment and action sports.
“Aussies know what hard work looks like. They’re working their arse off every day, and so are we. 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,” stated Fiona Ruxton, Boost Mobile head of marketing.
Boost appointed WiredCo. as its brandformance agency in In November 2024, taking on paid media, strategy and creative duties to help achieve the brand’s growth ambitions. And with big ambitions and targets, WiredCo.’s integrated media and creative approach enabled a strong working partnership with Boost’s team through the project.
“We started from the basic truth that Australians are hustling, grinding, battling and working harder than at any other time in recent history. 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,” stated WiredCo partner and managing director, David Kennedy-Cosgrove.
“It [Works its arse off] is a statement of intent for the brand – guiding the attitude they take to everything moving forward, from comms to products,” commented WiredCo creative director, Joe Stuart.
The campaign films, produced by Rabbit and directed by Aimée-Lee Xu Hsien, take the lead in showing uniquely hard-working and culturally recognisable Australian situations or things as a comparative to how Boost works even harder for you.
“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,” Stuart added. “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. A return to humour and irreverence was the right approach for the next chapter of the Boost brand, as they recognised the need to exercise humour to help build long-term saliency around the Works its arse off story.”
“Leaning into Aussie slang and humour to stand out and connect with customers fits nicely with our brand DNA. 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,” Ruxton noted.
The campaign makes use of the brand’s deep Supercars partnership, kicking off with the 60-second commercial 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 until the end of the year.
Credits:
Client: Boost Mobile
Bobby Geldens: CEO
Fiona Ruxton: Head of Marketing
John-Scott McClure: Creative Director Brand & Concept Artist
Kate Hoeffler: Digital Marketing Manager
Maria Vidal: Creative Director Retail & Production
Kristen Maksimov: Marketing Executive
Tommy Gill: Commercial & Strategy Principle
Creative Agency: WiredCo
David Kennedy-Cosgrove: Partner & Managing Director
Joe Stuart: Creative Director
Micheal Dawson: Senior Creative
Sophie Millican: Creative
Angela Hampton: Founder & CEO
Samantha Nunura: Group Business Director
Liv D’albertanson: Account Manager
Leah Austin: Account Director
Maria Pelosi: Designer
Alex Frankis: Head of Media & Strategy
Gidon Jacobs: Paid Media Lead
Kelsey Hensby: Paid Social Lead
Kim Strahija: Paid Media Specialist
Adil Fazal: Paid Social Executive
Carolyn Starkey: Senior Producer
Tim Casey @ Shetouch: Retouching & Finished Art
Production Company: Rabbit
Aimée-Lee Xu Hsien: Director
Katrina Maw: General Manager & Executive Producer
Lucas Jenner: Partner & Executive Producer
Post-Production & VFX: The Editors
Grace O’Connell: Editor
Stu Cadzow: Colourgade & VFX
AI: Pancho
Karlene Van Opdorp: AI Senior Producer
Patrick Salter: AI Managing Director
Sound: Rumble
Daniel William: Sound Engineer
Irene Kakopieros: Producer
