The core communication idea was to connect Boost to NZ youth and hip hop through hooking them up. We conceived NZ's first nationwide hip hop celebration, the Boost Mobile Hook Up Tour featuring the best of NZ hip hop talent. The tour became central to Boost advertising, including the creation of NZ's first all star hip hop group who composed a Boost anthem, which was performed at each concert and commercially released.Working with the creative agency, all creative featured images from the tour and Boost's anthem "Hook Up".

2% spend achieved 49% share of connections, 92% prompted awareness, highest score against – 'supportive of NZ music', 'most youth' and 'most hip hop'.Plus, a sold out tour in 17 cities, 1,500 airplays of "Hook Up" (NZ$2 million value), Top Ten hit and performed twice live on NZ's #1 music show.