Boost Mobile is a youth brand fueled by a commitment to helping young people achieve great things. The brand and Project 2050 set out to create a "cause marketing" platform, unlike any other marketing campaign. It would inspire people to get involved and make a positive impact on their community and personal lives.
Project 2050 started with a vision of how the "power of music, the strength of community and the limitless potential of youth" could lead to a greater good. Boost Mobile's youth organization, RockCorps, was founded around a simple yet insightful concept, individuals would volunteer for four hours of community service and be rewarded with a ticket to an exclusive concert.
The concert that the Agency put together featured performances from some of the hottest Hip-Hop and Rock artists around. Fat Joe, Lil Jon and Travis Barkley, to name a few. Tickets couldn't be bought. They had to be earned. With this original concept, Boost Mobile created a sense of exclusivity, prestige and pride around volunteering and being part of the RockCorps organization.
Project 2050 created the visual identity behind the RockCorps brand with logo design, advertising communication and collateral. We suggested strategic thinking on how this brand identity could come to life in youth-relevant ways (volunteer t-shirts, hats bags, partnership with MTV2) and provided event consultation.
With the introduction of RockCorps, more than 25,000 volunteers have registered and given 100,000 hours of community service to various causes around the country. Project 2050 encourages everyone to volunteer and "Boost" yourself and others to a higher level.