Boost unveils Bruce Lee-inspired character in new campaign

  • New pay-as-you-go energy supplier puts power in customers’ hands 
  • New character Boost Lee will star in the integrated advertising campaign
  • Creative developed by SNAP LDN, Boost’s lead creative and strategic agency
  • Campaign commences in February across TV, OOH, digital and BTL

London, 5 February 2017 – Boost, a new dedicated pay-as-you-go (PAYG) energy supplier, introduces Boost Lee, a new character inspired by iconic martial arts legend Bruce Lee, who will star in the brand’s integrated launch campaign created by SNAP LDN. 

Founded on the belief that people want the freedom to top up their energy when and where they’d like, Boost Lee embodies the power and control that Boost offers prepayment energy households. Boost features the UK’s first truly smart prepayment platform, which removes the need for inconvenient trips to the shops to top-up a key or a card. Boost gives customers the choice of adding credit through a smartphone app linked to a smart meter or at the shops on a Smart card. The Boost app allows PAYG customers to easily track energy usage, get notifications when their balance is running low and set up automatic top ups to make their lives easier and reduce energy expenses. Soft launched in September 2017, Boost is an evolution of OVO Energy’s Smart PAYG+ platform. 

“At Boost, we believe in energy that sets people free. We've created a dedicated energy brand that delivers greater control and a better experience for prepay customers. From instant top-ups to alerts when supply runs low, Boost gives people complete control of their pay-as-you-go energy,” said Justin Cockerill, Boost MD.  “Who better to introduce our new brand than a master of power and control? We hope that Boost Lee will motivate and inspire households who want to control their power.”

The Boost campaign, developed in close partnership with the Bruce Lee Estate, starts in February and aims to raise brand and product awareness amongst consumers. SNAP LDN have used Bruce Lee’s likeness and language to create Boost Lee, the master of energy control and management. All work has been created in collaboration with the Bruce Lee Estate, with the licensing handled by Born Licensing.

Shannon Lee, Founder/Owner, Bruce Lee Enterprises, said: “When we learned that the Boost proposition was about controlling your energy and customizing your experience, we felt the alignment with the Bruce Lee message and philosophy were really pretty parallel. We hope that everyone will recognize the lighthearted fun with which the campaign was created while at the same time hitting some pretty deep messaging points!”

SNAP LDN won the account following a competitive pitch process and are the lead strategic and creative agency. The integrated campaign is launching across TV, OOH, digital, social, content and BTL. Media planning and buying is handled by The Specialist Works, below-the-line communications by The SHARP Agency, and digital and social media by Merkle|Periscopix.

Louisa Tapper, Managing Partner at SNAP London, added: “This was one of those ideas that just worked on every level. What better way to launch a bold, disruptive brand focussed on helping people master their energy, than with the ultimate master of control - Boost Lee. We’ve had a huge amount of fun working with the team at Boost and the Bruce Lee Estate to create this campaign and character. We can’t wait for the world to meet him too.”
For more information:

Nabil Hanafi or Hannah Milne, Brands2Life, on or 0207 592 1200
Stephanie Brimacombe, Group Chief Marketing Officer, Chime on or on +44 7702 523042

Agency credentials
Creative Director: David Beattie
Executive Planning Director: Matt Wyatt
Managing Partner: Louisa Tapper
Account Manager: Sarah Redington

TV credentials
Agency Producer: Larissa Miola/Catherine Long
Director: Jeff Max
Producer: Andy Eaton
Production Company: Agile Films
Editor: Ben Campbell.  Cut & Run
Colourist: Duncan Russell
Post Production: Freefolk
Sound design: Ben Leeves@ Jungle studios

Print credentials 
Photographer: Gary Morrisroe
Designer: Dan Huggett
Agency Producer: Hannah Levy

Content credentials 
Agency Producer: Maxine Denton
Director: Misko Massanyi
Production Company: VCCP Kin
Editor: Dan Tagoe
Colourist: James Willet
Post Production: VCCP Kin
Sound design: Ben Leeves@ Jungle studios

Licensing credentials
Born Licensing

About Boost
Boost is a dedicated prepayment energy brand founded on the belief that customers want the freedom to top up their energy when and where they’d like. Introduced by OVO in 2017, Boost is an evolution of OVO Energy’s Smart PAYG+, the first truly smart prepayment platform in the UK, removing the need for inconvenient card or key top-up systems, and instead letting customers add credit through a smartphone app linked to a smart meter. Boost offers the same game-changing technology and unparalleled levels of customer service expected from an OVO brand, with a fresh new look for customers. 

SNAP LDN is part of the global sport, entertainment & communications group, Chime Communications Limited. Founded in 2016, SNAP LDN is proud to create work for founding clients Vitality Health and Purplebricks.  The agency has experienced significant growth after multiple client wins over the last year including Betsafe, C&CCC, Westgate, easyCar and Boost. 

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