The Monkeys has teamed up with Boost Mobile to shake up the prepaid mobile market with its ‘Stay Living’ campaign.
The campaign, which The Monkeys said is designed to tap into Gen Y’s desire for freedom and their fear of becoming zombies locked into confusing mobile phone contracts, is designed to drive uptake of Boost Mobile’s $40 UNLTD prepaid plans.
“Boost is a brand that ultimately believes in freedom and non-conformity,” said Micah Walker, executive creative director at The Monkeys. “And with this campaign, we really wanted to engage the audience with a series of offers that played to that belief, and did so in an unexpected way.”
The campaign follows a group of friends who Stay Living through a zombie apocalypse, fighting off the zombies they don’t want to become and staying connected via their Boost Mobile phones.
“This idea of Stay Living is obviously a point of view on the world, but rather than hold a mirror up to reflect reality we wanted to wrap it all up in a story that was entertaining and unconventional. Standing against a world of zombies just made sense,” added Walker.
The campaign extends from TV, online films and point-of-sale to social media promotions, DM and sampling, and centres around three short films shot in Sydney and directed by The Glue Society’s Matt Devine through Revolver, one of the region’s top production companies.