No Matter What You Call Her, Just Call Her
Since 2011, Gravity has led all consumer insights, media planning and more recently all creative for the low-cost international calling service provider cultivating strong brand preference among the Hispanic population. In that time, Boss Revolution grew from a $20 million business to more than $500 million. Our recent heartfelt Mother's Day spot has earned three Emmy Award nominations.
Boss Revolution's ability to grow was directly tied to the need of recently-arrived Latino immigrants who had a very strong propensity to call back home and connect with their loved ones on a regular basis.
Mother’s Day is the most popular holiday for this purpose. The challenge was that all competitors knew this, and were trying to push special offers during that time. Our goal was to break-through the industry clutter, differentiate Boss Revolution and connect with consumers on emotional level in order to drive customer acquisition and call volume.
Many of recent Latino immigrants have left their mothers and families behind in pursuit of a better life in the U.S. We wanted to tap into nostalgia of the viewers and to show that in good times and bad, even nations apart, mom is just one call away.
Instead of pushing a price-focused offer, we decided to remind consumers of the reason why they call in the first place: the love they have for their mothers and remind them of the emotions that they feel when they can actually hear their voice. This was something nobody in the industry was doing! It gave us the chance to change the narrative and position Boss Revolution as a special calling company that really understood customers' feelings.