Saatchi & Saatchi, London Follow Update

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EE - "OM4G" - Saatchi & Saatchi

  • OM4G
  • EE
  • Everything Everywhere
  • Saatchi & Saatchi
  • United Kingdom
  • 4G with Kevin Bacon
Product CategoryTelecommunications Services
Date of First Broadcast/PublicationOctober 30, 2012
Media TypePrint

Story

EE, the UK's most advanced digital communications company, is to launch a multi-million pound advertising campaign across TV, press, digital and outdoor media, with its first TV spot breaking on Saturday 3rd November during The X Factor on ITV.

The ad campaign will promote the launch of EE, the UK's first superfast 4G mobile and Fibre Broadband service, on Tuesday 30th October. The EE brand stands alongside the Orange and T-Mobile brands. Together they provide mobile and fixed services to 27 million people, now served by the UK's biggest and best network.

The launch ad, created by Saatchi & Saatchi, stars Kevin Bacon and was inspired by the six degrees of Kevin Bacon*. The ad demonstrates how EE will revolutionise the digital lives of its customers through the superfast mobile speeds offered by 4G.

The TV ad, the first iteration of the multi-million pound campaign fronted by the Hollywood star, sees Kevin Bacon show how he's linked to people from all over the world - from Tom Hanks to Ken Barlow from Coronation Street – and informs viewers how they can become just like him. They can do so by joining the mobile network the UK has been waiting for – EE's superfast 4G and fibre network - designed not just for their mobile life but for their whole digital life.

The TV ad will be followed by four other TV spots, also featuring Bacon, which will air across the rest of the year and into 2013. The spots show what EE customers can do with 4G that they couldn't do before, like streaming a film on their mobile or tablet, stopping it, and starting it again on their TV as soon as they get home.

A 65-second cut-down of the launch film will air on cinema screens nationwide for four weeks, before being replaced with a new 65-second spot promoting EE Film Club (2 for 1 Wednesdays and a film download, on EE, from the Film Store each week), and featuring five of Bacon's best-known movie characters debating which film to see at the cinema.

The fully integrated campaign includes social and digital elements created by POKE. These include EE's flagship communities on Facebook, Twitter and YouTube, as well as an Instagram account launching on October 31st - a highly creative content stream allowing followers to see the world through EE's eyes.

Multi-channel communications will also be launched through Publicis Chemistry including direct mail, retail and digital communications. Part of the campaign involves redesigning over 700 stores in the UK, informing 27 million customers about EE and developing new welcome, in-life and retention programmes for EE customers.

Publicis Chemistry are also creating communications across EE's Business (Corporate and SME), Consumer and Indirect channel partners including Carphone Warehouse and Phones4U etc, including device advertising, digital brand advertising, retention and acquisition communications, retail events, apps and publications.

Media planning and buying is through leading media agency MEC, and marks an evolution in the traditional telecommunications approach to digital marketing. The campaign will be truly unmissable with digital innovation right through its heart. It will dominate every single DOOH site in the UK on launch day, 31st October, with special bespoke city dominations in the 4G launch cities across banner sites, rail, roadside and digital formats.

There will be also cover wraps and front-half takeovers in national press titles, homepage takeovers on key online portals, heavy social support and a highly visible emphasis on mobile and tablet devices.

The launch of EE, the UK's most advanced digital communications company, was unveiled in September this year. The EE brand, incorporating the strategy, positioning and direction for all communications, as well as a 21st century visual and verbal identity, was developed by Wolff Olins.

Paul Silburn, executive creative partner, Saatchi & Saatchi says: "It's not every day that an agency gets to launch such a big and revolutionary brand like EE. Being a brand which connects you to your whole digital life is game-changing and we're really excited about the road ahead."

Spencer McHugh, Marketing Director at EE, commented: "We're very excited to be launching both a new brand, born in 2012, but also a new type of company, with digital at its heart. 4GEE is an exciting part of EE's launch story but we're also looking forward to unveiling more products and service innovations throughout 2013, which will show people things they can now do with their digital lives that they couldn't do before." 

Concept

We launched the new network for your digital life, dramatizing the way EE puts you at the centre of your universe. Starring the world’s most connected man, Kevin Bacon, it introduced the new brand and demonstrated its capabilities from 4G to Fibre broadband. 

Problem

In 2012 Everything Everywhere, the parent company of T-Mobile and Orange in the UK awarded us the launch of EE, their new network brand. This was the first significant network launch in the UK since O2 and is both the UK's largest 3G network and the UK's first 4G network.