Launching New EE

Client: EE

EE was transforming its brand from the UK’s biggest, fastest mobile network to become one of the UK’s largest subscription businesses. With an ambition to be the UK’s most personal, customer-focused technology brand, ‘New EE’ sought to free the innovator in everyone, offering brilliantly simple tools to improve everyday life. Our task was to announce New EE to the UK in a way that was accessible to all, capturing imaginations around the country. So, we decided to invite the whole country to an event worth talking about.

By day, journalists were introduced to New EE at an immersive press conference with a 4D experience facilitated by the latest tech, featuring exhilarating sound and visuals and exclusive product experiences. More than 50 press were in attendance with 15 executive interviews carried out with publications including Financial Times, and The Guardian, plus live broadcast interviews with BBC Today Programme and Sky News. By night, we hosted The Nation’s Gig, featuring the world’s biggest-ever holographic stage - suspended 50m above London’s skyline at London’s Alexandra Palace - and headlined by iconic DJ, Fatboy Slim. The holographic performance was also supported by hundreds of virtual backing dancers who had entered into a dance competition on socials for a chance to be seen for miles as part of the performance. The campaign delivered unprecedented results for EE, securing 284 pieces of coverage and over 13.5m organic social impressions, whilst EE site visits and brand consideration saw strong increases in the two months that followed.