Multi-million pound brand campaign sees Kevin Bacon enjoy a better class of service with EE
- Kevin Bacon flies ‘EE Class’ in latest EE TV ad to promote Apple Music customer offer
- Multi-channel, multi-million pound brand campaign highlights offer which sees all pay monthly mobile customers get six months free Apple Music with inclusive data
- Integrated, targeted campaign features bespoke digital edits including exclusive 10 second versions of the TV ad for Snapchat and Instagram
- ‘EE Class’ campaign launches tomorrow – Friday 28 July – view, share and embed the ad here
EE, the UK’s largest mobile network operator, has launched a multi-million pound, multi-channel brand campaign to highlight the extension of its free Apple Music offer to all EE pay monthly mobile handset and SIM-only customers. EE is also for the first time providing customers with the ability to use their six months free Apple Music membership to stream and download music and videos without using their mobile data allowance.
The multi-channel integrated campaign sees Kevin Bacon return for TV and digital, this time as an airplane passenger where he’s joining customers and flying in luxury thanks to an upgrade to ‘EE Class’. The ad creative is designed to highlight that EE customers get a better class of service with EE thanks to its hugely popular Apple Music offer – giving customers more of the content they love.
In the opening scene we see Kevin whisking EE customer ‘Lisa’ out of economy and into EE Class, a complimentary upgrade for being an EE customer. Kevin exclaims: “We’re currently flying at an altitude of six free months of Apple Music.” He hands Lisa a glass of champagne and twirls her into a luxuriously large airplane seat while the Tom Jones track Give a Little Love plays.
Another customer in EE Class asks if he too can get Apple Music and Kevin confirms it’s for everyone, and also lets him know that “the data is on us”.
The ad ends with Kevin strapping into his crew seat for what appears to be in preparation for turbulence. He announces to the crowd: “You’ve got the music and the data, but buckle up there’s a Storm…zy coming!” Kevin then clicks on his Apple Music app to play Stormzy’s popular track Big For Your Boots. All of the passengers in EE Class immediately jump out of their seats and start dancing in celebration while Kevin’s voice over confirms: “EE customers get six free months of Apple Music”.
Max Taylor, MD of Marketing at EE, said: “Due to the overwhelming response from customers for the original offer, we have decided to extend it to all pay monthly mobile customers – and this time with inclusive data. We wanted a campaign that really brought to life how our customers get a different class of service with EE. Our award-winning 4G network is optimised to deliver the best music streaming experience. With 4G coverage that extends to 80% of the UK’s landmass and the fastest mobile speeds of any UK operator, our customers can enjoy a seamless Apple Music streaming experience wherever they are.”
The 40 second TV ad will air across all commercial channels from tomorrow – Friday 28 July – and can be viewed here – https://youtu.be/skuTuY75QAI. It will feature during primetime ITV show Coronation Street tomorrow night and an exclusive 20 second version for digital channels will run across VOD, Facebook, Twitter and as a YouTube pre-roll – including against all Carpool Karaoke content for the duration of the campaign. A selection of 8-10 second edits will also run across SnapChat and Instagram Stories.
EE has also partnered with Channel 4 to shoot a separate 30 second ‘talking heads’ piece featuring Katherine Ryan, Steve Jones and Jamie Laing talking about their favourite music and music moments. This edit will run alongside the EE TV ad and will be placed against the key Channel 4 spots booked by EE across the weekend.
As well as TV and digital, EE’s ATL campaign promoting its Apple Music offer will also run across print, social, OOH/DOOH and cinema.
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/applemusic
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For more information, please contact M&C Saatchi PR:
Charlotte Sweeny, Charlotte.email@example.com
Notes to editors
About Apple Music
Apple Music is a single, intuitive app that combines the best ways to enjoy music. Listen to radio stations for every genre, including the flagship Beats 1 station, playlists curated by world-class music experts, and your music library which lives alongside a catalogue of over 40 million songs for on and offline playback. Globally, 27 million paying subscribers can listen to new music first and rediscover old favourites with playlists including "Today's Hits", "Best of the Week" and "The A-List". Apple Music also offers exciting and exclusive new programming, including P Diddy’s documentary "Can’t Stop, Won’t Stop", "Planet of the Apps” and "Carpool Karaoke” which launches on August 8th.
In addition to free Apple Music, EE pay monthly mobile customers also get to benefit from the following EE Extras:
- Free EU Roaming
Allowing customers to use their minutes, texts and data allowances across the EU at no extra cost
- Data caps
EE customers can never go over their data allowance by accident, so they’re always in control of their spending
- UK & Ireland call centres
All customer calls are answered in the UK and Ireland
- WiFi Calling
Allowing customers to make calls and send texts in more places across the UK
- Data boost
BRIEF: SHOW THAT EE GOES FURTHER FOR APPLE LOVERS BY TREATING THEIR CUSTOMERS TO SIX FREE MONTHS OF APPLE MUSIC AND THE DATA THEY NEED TO STREAM THEIR FAVOURITE TUNES
ADVERTISING AGENCY: SAATCHI & SAATCHI LONDON
EXECUTIVE CREATIVE DIRECTORS: ROB POTTS, ANDY JEX
CREATIVE DIRECTOR: ADAM CHIAPPE
CREATIVE TEAM: HARRIET RONN, BARNEY SPIRO
PLANNERS: RONNIE CROSBIE, JEPPE FISCHER-MOGENSEN
ACCOUNT HANDLERS: NAOMI BEAUMONT, KATIE YOUNG, ED MORRISON
EXECUTIVE PRODUCER: RICHARD FIRMINGER
PRODUCTION ASSISTANT: GEORGIA MIDDLETON
MEDIA BUYING AGENCY: MAXUS
PRODUCTION COMPANY: HUNGRY MAN PRODUCTIONS
DIRECTOR: HANK PERLMAN
EDITOR: ADAM SPIVEY
PRODUCER: JOSH GOLDSTEIN
POST-PRODUCTION COMPANY: THE MILL
AUDIO POST-PRODUCTION COMPANY: FACTORY
CITY / COUNTRY: UK
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 80% 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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