EE has unveiled a mammoth package of new services, products and an identity platform supported by a new multi-channel customer-focused campaign.
Showcased across TVC, cinema, radio, out-of-home (OOH), digital out-of-home (DOOH), print BVOD, and OLV, the “New EE” campaign will also be supported by experiential activations.
The integrated campaign was created in collaboration with a multitude of agencies, including long-term creative partner, Publicis Groupe UK, Saatchi & Saatchi, Digitas, Boomerang, Publicis•Poke, Zag and Prodigious.
The telecoms company has released four campaigns, centred around EE’s new core categories: ‘Home’, ‘Game’, ‘Learn’ and ‘Work’.
The 90-second ads, which followed BT last year announcing it is to make EE its customer-facing brand, aims to bolster EE’s reputation as a leading telecoms company and retailer.
The film begins by showing the dreary lives of everyday people, who are stuck at home on a rainy day with nothing to do, their complete boredom reflected in the grey tint of each clip.
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Yet the advert quickly changes as, pressing Game Mode ‘boost me’ on the telecom company’s new brand platform app, we see new life being injected into the characters.
The spot stitches together a collage of clips showing people now enjoying different games, aided by EE’s new platform.
The ad concludes with a voice-over from Kevin Bacon stating ” Game mode from EE boosts your broadband to turbocharge your gaming”, adding “This is New EE”.
The advert will run alongside similar campaigns focused on ‘Home’ and ‘Learn’ and ‘Work’, which illustrates the benefits of EE’s WiFi controls for families, and captures the teenage experience respectively.
“We will be putting our customers at the heart of our brand campaigns; featuring real UK families from all walks of life; our new TV adverts will bring to life the new roles EE will play in our customer’s lives,” said EE marketing managing director, Christian Thrane.
“The brand has come a long way since the iconic 2012 launch campaign ‘six degrees of Kevin Bacon’; although his familiar face won’t feature in the TV campaigns, his instantly recognisable voice will still help us to tell these stories.”
Saatchi & Saatchi chief strategy officer, Richard Huntingdon, said: “We are beyond excited about the launch of new EE. It genuinely shows what we mean by marketing led business transformation at Publicis Groupe UK.
“A complete reinvention of the entire customer experience built from the brand out and designed to serve more of our customers’ lives with new products, services and experiences.”
The campaign’s media buying was led by longstanding media partner EssenceMediacom X, with sponsorship and activation by Havas Play and PR by M&C Saatchi Talk and The Academy.
