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Boost Mobile Campaign ‘Robs’ Customers in Reverse

Feeling robbed by your cellphone company?

Then come to Boost Mobile LLC, the wireless service provider suggests in three TV spots that launched last week.

The 30- and 60-second commercials are part of the Irvine-based company’s “You Earned It” marketing campaign and feature various street-crime scenarios, such as purse snatching and pickpocketing. But instead of getting robbed, the victims find extra money in their wallets. The ads’ message parallels Boost Mobile’s newest promotion, which rewards customers who pay their bills on time.

“Too many mobile providers surprise their customers with extra hidden fees,” said Carl Corbitt, creative director at 180LA of Santa Monica, Boost Mobile’s advertising agency of record and the developer of the ads. “This campaign flips the idea of feeling robbed on its head to show how Boost surprises their loyal customers with savings instead.”

The ads are airing on several national networks and cable TV stations, including ABC, NBC, FOX, CBS, FX, SPIKE and TBS. The campaign also includes digital and out-of-home advertising, such as billboards, as well as local marketing stunts in select markets that surprise customers with extra cash in their wallets.

Boost Mobile is a subsidiary of Overland Park, Kan.-based Sprint Nextel Corp.

Tech Coast Angels Taps Echo

Tech Coast Angels, an Irvine-based investor network that focuses on startups, chose Echo Media Group as its agency of record. The Tustin-based public relations and social media agency will provide strategic counsel and media outreach to help build awareness for the network’s new projects. It will also support the organization by sharing news regarding new partnerships, funding agreements and organizational announcements.

“Tech Coast Angels provides funding and guidance to more early-stage, high-growth companies in Southern California than any other investment group,” Kim Sherman, the agency’s founder and managing principal, said in a news release. “We hope to encourage more start-ups to inquire about participation and persuade additional investors to consider joining this unique not-for-profit organization.”

Terms of the contract were not disclosed.

Asics Sponsors Volleyball Event

Asics America Corp. will be the title sponsor of the Asics World Series of Beach Volleyball event that will be held July 22 to 28 in Long Beach.

“We, as co-creator, are thrilled to be a part of this amazing event, and since Asics is a passionate and authentic brand in the sport of volleyball it makes perfect sense for Asics to be title sponsor of this leading volleyball tournament,” Kevin Wulff, the company’s chief executive, said in a news release. “Asics’ mantra is to ‘Better your Best’ and this event brings together the top volleyball players in the world to compete and only those who ‘Better their Best’ will claim victory.”

The Irvine-based athletic shoe company will get plenty of brand exposure, even though the competitors play barefoot—NBC, NBC Sports Network and Universal Sports Network will provide more than 20 hours of coverage of the matches, including telecasts of the men’s and women’s Grand Slam finals and the Asics World Series Cup Finals. Brand AMP of Seal Beach is tasked with handling public relations for the event.

Asics America, owned by Japan-based Asics Corp., was also a title sponsor of the LA Marathon, held in March. The determined consumer outreach, such as the tournament, is on pace with a five-year growth plan the parent company announced in late 2010 that calls for global sales to reach $3.9 billion in fiscal year 2015, with footwear accounting for 73%, apparel 21%, and remaining sales rounded out with equipment.

Bits and Pieces

Irvine-based advertising agency Envoy hired Ty Lifeset as executive creative director. Lifeset comes from The Woo of Culver City, where he led creative efforts for the Samsung, Cisco and Nintendo accounts. … Gabrielle Boko joined Sage North America, a business management software company based in Irvine, as its executive vice president of marketing.

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