EE has launched a new brand campaign that aims to show how customers can get ahead with 5G+ on EE, the mobile operator’s most powerful and reliable form of 5G connectivity.
“Get the Edge” has been created by Publicis Groupe UK’s cross-agency team, led by Saatchi & Saatchi and spans AV, OOH, DOOH, audio, social, online video, VOD, cinema, customer activation and retail.
Launching with a 60-second film focusing on rush hour at a busy UK train station, the creative brings together a teacher fielding a classful of young children on a school trip, music lovers trying to secure coveted gig tickets, and commuters battling to grab the last e-bike, with each scenario showing how, with 5G+ on EE, they can get the edge, even in the busiest of places.
The activity is also running across a reactive national OOH campaign featuring multiple visual representations of EE customers getting ahead of the crowds with 5G+.
With bespoke regional placements in cities across the UK, regional OOH focuses on a text message narrative, with local references, highlighting the real life, recognisable pain point of messages not delivering on other networks when it matters most.
Digitas is handling digital content that will go live throughout the summer, while media planning and buying is through OpenConnect, EE’s dedicated team at WPP Media.
EE brand and marketing communications director Kelly Engstrom said: “As the UK’s best network, we understand that having a fast, secure and reliable connection has never been more important. Our new campaign highlights how, with 5G+ on EE, our customers can get the edge when it matters most; whether that’s nabbing tickets to their favourite band while in a busy train station or sliding in to bag the last e-bike on the commute home. With 5G+, we are doing more to ensure our customers get the best connection possible so they never have to miss out again.”
Publicis Groupe UK chief creative officer Ben Mooge added: “When somehow life gets even more demanding, the smallest advantages, those marginal gains, can make all the difference. Reliant as we are on our devices, your mobile network can be the difference between winning and missing out.
“5G+ on EE is that difference, network technology that gives your phone a more reliable connection and improved battery life. Needing the edge in those high pressure situations, like a busy morning commute; we’ve all been there.”
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