Australia – Boost Mobile has launched a new national brand campaign titled “Works its arse off,” developed by creative agency WiredCo., as the telco marks its 25th year in the Australian market.
The campaign uses distinctly Australian humour and slang to highlight what the company describes as its commitment to delivering strong mobile deals on the Telstra Prepaid Mobile network. It is rolling out across out-of-home (OOH), sponsorships, broadcast video-on-demand (BVOD), social, and film.
Fiona Ruxton, Boost Mobile’s Head of Marketing, said the campaign aims to reinforce the brand’s value proposition. “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,” she said.
WiredCo. was appointed Boost’s brandformance agency in November 2024, taking on paid media, strategy and creative responsibilities. The agency said the campaign stems from cultural insights around the pressures facing Australians.
“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,” said WiredCo. Partner and Managing Director David Kennedy-Cosgrove.
The creative concept positions Boost Mobile’s effort against exaggerated depictions of “hard-working” Australian icons. According to the agency, this approach reflects the brand’s longstanding challenger stance.
“It’s a statement of intent for the brand – guiding the attitude they take to everything moving forward, from comms to products,” said WiredCo. Creative Director Joe Stuart.
The film component of the campaign was produced by Rabbit and directed by Aimée-Lee Xu Hsien. It features scenarios referencing Australian cultural touchpoints to emphasise the brand message.
“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 said.
He added that the team narrowed a list of more than 200 examples of “hard-working” Australian elements for the comparisons used in the ads. “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,” he said.
Ruxton said humour was central to the brand’s strategic direction. “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,” she said.
The national OOH execution features large-format placements built around the “Works its arse off” line and imagery of everyday hard-working scenarios. The campaign also leverages Boost’s Supercars partnership, with a 60-second spot aired during the Supercars Championship and across BVOD and YouTube. Additional TVCs in 30- and 15-second formats, along with social and nationwide OOH, will run throughout Q4.
