BROADBAND MADE FOR YOU: NEW BRAND CAMPAIGN SHOWCASES THE SPEED AND POWER OF EE HOME BROADBAND
- EE launches new audience-led campaign, Broadband Made For You, highlighting the benefits of EE home broadband for three specific audiences: home workers, gamers and late night scrollers
- Broadband Made For Working From Home will run across TV, broadcast video on demand (BVOD), online video (OLV), radio, social and out of home (OOH). View, share and embed the content HERE
- Broadband Made For Gaming will sit across broadcast video on demand (BVOD), online video (OLV), social, radio and out of home (OOH). View, share and embed the content HERE
- Broadband Made For You will feature on broadcast video on demand (BVOD), online video (OLV) and social. View, share and embed the content HERE
27th November 2023: EE today launches its new integrated brand campaign, Broadband Made For You, highlighting the speed and power of EE home broadband for three specific audiences: home workers, gamers and late night scrollers.
The audience-led campaign, created by Saatchi & Saatchi, brings to life the way home broadband from EE elevates the everyday moments in customers lives. Whether supporting home workers when all the family are home with EE Work Mode, ensuring lag-free gaming nights with EE Game Mode or putting doomscrolling to bed with EE Wi-Fi Controls, these campaigns illustrate how EE broadband is made for you.
The three narratives are:
1. Broadband Made For Working From Home
The first film depicts a familiar scene for many busy households; a work video call taken from the kitchen table. Suddenly, the clock strikes 16:59 and the call is interrupted with shouts of ‘mum’ as the front door swings open and children run to greet their parents. The spot then highlights that the families are in The Invasion, with an array of scenes showing children arriving home from school and housemates loudly playing video games, while home workers attempt to finish off their day.
Demonstrating how EE customers can boost their broadband when working from home, the dad taps his phone to activate EE’s new Wi-Fi enhancer, Work Mode, boosting the connection to his work apps and giving them priority over the Wi-Fi. The advert ends with a woman working from home uninterrupted while her family freely move around her.
The integrated campaign showcases how EE’s home broadband with new Work Mode supports home workers, even when all the family are home. The campaign goes live with a nationwide TV campaign on Monday 27th November during Monday Night Football on Sky Sports, with other key broadcast slots including:
- I’m a Celebrity Get Me Out of Here! (ITV) – Tuesday 28th November
- The King’s Guard: Serving the Crown (Channel 5) – Thursday 30th November
It will also run across out of home (OOH), broadcast video on demand (BVOD), online video (OLV), radio and social.
2. Broadband Made For Gaming
The second narrative is an extension of the previously launched EE Game Mode above the line (ATL) campaign, that uses real people, rather than actors, to show the UK how to level up their gaming with Game Mode on EE.
Set against iconic British soundtrack – It’s Not Over Yet by The Klaxons – the film opens on a dreary Sunday conveying a feeling of boredom as the many protagonists clock watch their way through the afternoon. There is a palpable change in tempo as the viewer sees ‘Game Mode’ activated, broadband bandwidth prioritised, and the day transformed into ‘Sunday Funday’ with each of the featured households engaged in an epic gaming session.
The updated advert ends with the familiar voice of Kevin Bacon reminding viewers to ‘turbo charge your gaming and reduce lag with EE Game Mode'.
Broadband Made For Gaming will run across broadcast video on demand (BVOD), online video (OLV), social, radio and out of home (OOH).
3. Broadband Made For You
The final film opens on a woman at home scrolling on her device as time ticks by and the evening moves on around her. The advert then cuts to a myriad of faces as they each sit in their beds scrolling while Insomnia by Faithless plays in the background: ‘I can’t get no sleep’. Suddenly, Kevin Bacon announces ‘put doomscrolling to bed with EE Wi-Fi controls’ as the Wi-Fi pauses the woman’s device using a Wi-Fi sleep schedule. The woman then smiles, closes her device and turns her bedside lamp off to go to sleep.
The Broadband Made For You campaign will sit across broadcast video on demand (BVOD), online video (OLV), and social.
Pete Jeavons, Marketing Communications Director at EE, comments: “EE home broadband has been created with our customers in mind, able to cope with the online demands of a busy household. This campaign showcases how the power of EE home broadband allows customers to boost and control the connectivity in their homes, so they can get the most out of their Wi-Fi even at peak times”.
The campaign was created by Saatchi & Saatchi, with media planned and bought by EssenceMediacomX and OOH agency, Posterscope.
On a mission to be the UK’s most personal, customer focused brand, EE has rebuilt its business from inside out based on the current and future needs of its customers. Following extensive customer research, new EE will focus on four key areas; game, home, learn and work, along with a suite of exciting products and services open to all UK consumers.
For more information, visit ee.co.uk.
ENDS
Creative Credits:
Chief Creative Officer, Publicis Groupe UK: Ben Mooge
Chief Client Officer, Publicis Groupe UK: Magnus Djaba
Global Client Lead, Publicis Groupe UK: Simon Peck
Executive Creative Director: William John
Senior Copywriter: Samuel Simmonds
Senior Art Director: George Coyle
Design Lead: James Crickmore
Senior Designer: Simon Hadassi
Chief Strategy Officer: Richard Huntington
Planning Partner: Olivia Stubbings
Planning Director: Ophelia Stimpson
Managing Partner: Jonathan Tapper
Business Leads: Charlotte Elwig, Rania Kouros
Account Team: James Graham, Elliot Handler, Louisa Pudney
Chief Production Officer: Jess Ringshall
Executive Production Director: Rachel Solomon
Agency Producers: Dan Heighes, Alex Pemberton, Richard Firminger, Harriette MacNaughton, Rosie Nolan, Anna Haywood
Production Company: Art Practice
Production Company Producers: James Guy (EP), Shirley O’Connor
Production Designer: Arthur de Borman
Costume Designer: Hannah Eans
Line Producer (Scotland): Maeve McMahon
Casting Directors: Kharmel Cochrane, Claire Catteson
Edit House: Marsheen
Editors: Dom Leung, Dave Davis
Edit Producer: Harriet Cawley
Post Production Company: The Mill
VFX Post Supervisor: Dan Williams
Senior Post-Production Producers: Saskia Delius, Evelyn O’Reilly
2D Leads: Carl Norton, Lora Nikolaeva & Stephen Miller
Comp Assistant: Pete Atack
Design: Paul Hunt, Adam Roche & Barry Hunt
Colour House: Company 3
Colourist: Simon Bourne
Colour Producer: Chris Anthony
Sound Studio: Factory Studios
Sound Engineers: Anthony Moore, Mark Hills
Sound Producer: Beth Massey
Photographer: Sophie Jones
Stylist: Ella Lucia & Kerry Pannagio
About EE
EE is one of UK’s largest subscription businesses, backed by the UK’s biggest and fastest mobile network, offering superfast connections in more places than any other operator.
Built on the foundation of decades of mobile and broadband leadership, EE is on a mission to be the most personal and customer-focused brand in the UK by playing a more meaningful role in customers’ lives, with a suite of exciting products and services open to all UK consumers, available via a new ‘EE ID’ digital platform.
EE’s mobile network continues to receive extensive recognition including UK's best overall network by RootMetrics® every year since 2014, as well as being named Network of the Year at the 2022 Mobile Industry Awards.
EE is committed to offering first class service in the industry and has over 400 stores across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019.
EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards. EE won Best Repair Service and Best Network Provider at the Mobile Industry Awards in September 2023 and was recognised as the provider that does more than any other to deliver a great service.
EE is part of BT Group's Consumer business unit which provides products and services to all of BT’s consumer customers in the UK.
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