Dish Wireless has big ambitions to become a national wireless service provider and is launching a campaign for Boost Infinite from Grey New York aimed at achieving that goal.

Dish has been clear about its desire to build a nationwide 5G network and compete with the top three postpaid wireless carriers in the country—Verizon, T-Mobile, and AT&T. Dish acquired Boost Mobile from T-Mobile in 2020 as part of the deal that allowed T-Mobile to merge with Sprint. Dish launched Boost Infinite, a post-paid wireless plan, in December 2022. (Boost Mobile is a pre-paid plan.)

Dish Wireless has a long way to go in becoming a true player in the wireless telecommunications space. According to the company’s fourth-quarter report, it counted 7.98 million subscribers in the U.S. by the close of 2022. By comparison, AT&T Mobility had 217.4 million subscribers, Verizon had 143.3 million and T-Mobile U.S. had 113.6 million, according to each of those companies’ financial reports.

Dish brought on Grey New York in July to handle Boost Infinite in an effort to grow its market share and set it apart from competitors, said Jonathan Sipling, chief marketing officer of Dish Wireless. Grey won the account following a competitive pitch that included Havas, Droga5, Highdive and GSD&M, Sipling said. Highdive remains Boost Mobile’s agency of record. 

The effort aims to reach “digitally native, digitally savvy consumers,” said Sipling, adding, “We are targeting folks who are one to two-line households, where our value is the strongest.”

“Our offering and our technology really set us up incredibly well,” he said, to offer a “differentiated consumer experience.”

‘Wireless utopia’

That differentiated experience begins with Grey’s first campaign, called “Wireless Utopia,” to promote Boost's new Infinite Access for iPhone. A promotion gives members up to $1,000 off the new iPhone 15 lineup as well as the latest iPhone every year at no extra cost.

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The campaign plays on Boost Infinite’s tagline, “Infinitely Better,” and its intended brand identity of being a liberator across the wireless category that “seems to really shout at you,” according to Brent Singer, Grey New York’s executive creative director.

“The brand gives people a better experience, and we coined the phrase ‘Wireless the way it should be’ quite early on,” Singer said. “To us, the most natural kind of expression of that is a wireless utopia, a brighter world.”

The campaign’s first spot, “Garden,” drops viewers into a surreal spring landscape with enormous blooming flowers and soft, glowing sunlight.

The ad, which will debut during “Thursday Night Football,” is the first in a series of spots that will run through the fall and winter and introduce consumers to different variations of what it portrays as the idyllic world of Boost Infinite.

Future spots will expand on this utopic universe, with some focused on enjoying a moment in time and others highlighting the joy of discovery.