EE invites Kevin Bacon to put on a show to launch Apple Watch Series 3 (GPS + 4G), featuring Stacey Soloman, Tony Blackburn and Ed Sheeran
- Kevin Bacon puts on a show stopping performance for EE’s latest Apple campaign to highlight that only EE customers can unlock the full potential of the new Apple Watch Series 3 (GPS + 4G)
- The action packed ad sees Kevin Bacon not only bump into I’m a Celebrity…Get Me Out of Here! winners Stacey Solomon and Tony Blackburn, but also take a call from Ed Sheeran on his Apple Watch Series 3 whilst wakeboarding along the River Thames thanks to its 4G capabilities
- The campaign leads with a 30 second TV ad which launches on 17 November – view, share and embed the ad here
- In one of its biggest digital out of home (DOOH) campaigns since the brand launched in 2012, EE will run this campaign at the IMAX in Waterloo
EE promotes the new Apple Watch Series 3 (GPS + 4G) with a new multi-million-pound, multi-channel brand campaign that celebrates its in-built cellular functionality. Available only on EE’s award winning network, the device allows customers to leave their EE iPhone at home but stay connected using the same number.
The ad opens with Kevin dressed up to the nines as a ringmaster, preparing to ‘go all out’ by putting on a huge show to celebrate the Apple Watch Series 3 (GPS + 4G) being exclusive to EE customers. Kevin tours the set passing colourful marching bands, acrobats, air displays and even I’m a Celebrity…Get Me Out of Here! winners, Stacey Solomon and Tony Blackburn, all united in celebration of the launch.
Ramping up the excitement, Kevin swaps his ringmaster outfit for a wetsuit and wakeboards down the Thames where he receives a call from Ed Sheeran, direct to his Apple Watch. This functionality is only possible with the Apple Watch Series 3 (GPS + 4G) on EE which allows customers to stay connected, make calls, receive texts, stream Apple Music and use their favourite apps without their EE iPhone nearby. Realising that such an incredible offer for EE customers speaks for itself, Kevin turns down Ed Sheeran’s offer, answering the call on his watch with a cheeky “Stand down Sheeran, you’re cancelled!”
Max Taylor, MD of Marketing at EE, said: “The 4G functionality of the Apple Watch Series 3 is a real breakthrough. Only when connected on EE, and paired with an EE iPhone plan, can you leave your iPhone at home and use an Apple Watch Series 3 with 4G to stream music, use apps and stay connected – even if, like Kevin, you find yourself wakeboarding down the Thames.”
The integrated campaign will run across TV, out of home (OOH), Cinema, video on demand (VOD), digital and social channels. Kicking off with a 30 second TV ad that will launch on Friday 17 November and will feature across the weekend on Gogglebox, X Factor and during the premiere of this year’s I’m a Celebrity…Get Me Out of Here! followed by prime time TV slots, including Saturday night’s The X Factor break. The campaign also includes a full wrap of the IMAX in Waterloo in one of EE’s biggest DOOH campaigns since the brand launched in 2012.
The campaign was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, Maxus, has led the multi-million-pound investment in placement.
For more information about EE, please visit ee.co.uk/applewatch
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For more information, please contact M&C Saatchi PR:
Demi Mantell, Demi.firstname.lastname@example.org
Katie Jennings, Katie.Jennings@mcsaatchi.com
Notes to editors
SAATCHI & SAATCHI CREDITS
BRIEF: THE NEW DUAL SIM APPLE WATCH IS ONLY AVAILABLE ON EE
ADVERTISING AGENCY: SAATCHI & SAATCHI LONDON
EXECUTIVE CREATIVE DIRECTOR: ROB POTTS
PLANNERS: RICHARD HUNTINGTON, RONNIE CROSBIE
ACCOUNT HANDLER: JAMES MCCULLAGH, KATIE YOUNG & CATHERINE TILLEY
EXECUTIVE PRODUCER: RICHARD FIRMINGER
PRODUCTION ASSISTANT: GEORGIA MIDDLETON
MEDIA BUYING AGENCY: MAXUS
PRODUCTION COMPANY: HUNGRY MAN PRODUCTIONS
DIRECTOR: HANK PERLMAN
EDITOR: ADAM SPIVEY
PRODUCER: BEN ROBERTS
POST-PRODUCTION COMPANY: THE MILL
AUDIO POST-PRODUCTION COMPANY: FACTORY
CITY / COUNTRY: UK
AGENCY CONTACT: Georgia Wright 0207 462 7076 / Georgia.email@example.com
EE, part of BT Group, is the largest and most advanced mobile communications company in the UK, delivering mobile and fixed communications services to consumers.
EE runs the UK's biggest and fastest mobile network, having pioneered the UK's first superfast 4G mobile service in October 2012 and was the first European operator to surpass 14 million 4G customers in December 2015. EE has more than 550 shops across the UK. EE's 4G coverage extends to more than 86% of the UK’s landmass (equal to more than 99% of the UK population) and EE has an ambition to extend 4G to 95% UK geographic coverage by 2020.
EE has received extensive independent recognition, including being ranked the UK's best overall network by RootMetrics®; Best Network at the 2015, 2016 and 2017 Mobile News Awards; Best Consumer Network at the 2015, 2016 and 2017 Mobile Industry Awards; as well as Fastest Network and Best Network Coverage at the 2017 uSwitch Mobile Awards.
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