London,
29
July
2013
|
00:00
Europe/London

EE brings in Bacon to boost Orange Pay-As-You-Go

  • Kevin Bacon used in new summer brand campaign to highlight Orange pay-as-you-go plans 
  • Multi-million pound integrated campaign will run across TV, OOH, press and digital display
  • 'Shed load of data' creative features across all channels from today

EE, the UK's most advanced digital communications company, is today launching the next phase of its new multi-million pound integrated marketing campaign for summer 2013. Kevin Bacon has returned as the face of EE to star in a series of new TV ads and this instalment sees the Hollywood actor take to our screens to highlight the 1GB of free data offer available on the Orange pay-as-you-go plan.

The creative – which airs tonight during primetime ITV show Coronation Street – shows Kevin Bacon struggling to drag a visibly-stuffed shed down a typically wild British beach battered by changeable weather. Bacon soon reveals that his shed is jam-packed full of a 'shed load' of data to represent the Orange pay-as-you-go plan which offers 1GB worth of free data with every £10 top-up.

Spencer McHugh, Director of Brand at EE, said: "Kevin Bacon has been a big hit with our EE audience and he’s back in this instalment of our summer campaign to help push the Orange 'shed load of data' deal. Orange plans are an important part of the EE offering and the new creative helps show off the amazing data deals that you can get on 3G with Orange pay-as-you-go."

EE's aqua brand colour will continue to be used for all future campaigns, showing that all plans from EE, Orange and T-Mobile are part of the EE network.

The lead creative agency for the summer campaign is Saatchi & Saatchi and the TV ads were directed by award-winning directing collective Traktor. The campaign will run from today, Monday 29 July, until late September, across TV, OOH, press and digital display.

EE has also worked with media agency MEC on media buying and planning and Chemistry on retail and digital.

For more information about EE and the Orange PAYG plan, please visit ee.co.uk

- ENDS -

For more information, please contact the EE press team on:
Jessica Turner
Jessica.turner@ee.co.uk 
07866 800161

Campaign credits

TITLE: Shed Loads of Data
AD AGENCY: Saatchi & Saatchi London
EXECUTIVE CREATIVE DIRECTOR: Paul Silburn, Kate Stanners
COPYWRITER / ART DIRECTOR: Andy Jex, Rob Potts
PRODUCER: James Faupel, Darapen Vongsa-nga, Richard Ulfvengren
MEDIA BUYING AGENCY: MEC
PRODUCTION COMPANY: Partizan
DIRECTOR: Traktor
EDITOR: Rick Russell at Final Cut
AUDIO: Grand Central
EXPOSURE: TV, OOH, Press, Digital Display

About EE

EE is the largest and most advanced digital communications company in Britain, delivering mobile and fixed communications services to consumers, businesses, government and the wholesale market.

With more than 15,000 employees and 600 retail stores, EE serves more than 27 million customers on EE, Orange and T-Mobile mobile and broadband plans.

EE runs the UK's biggest and fastest mobile network, having introduced the UK's first and only superfast 4G mobile service in 2012. In July 2013 EE's 4G coverage reached nearly 60% of the UK population, with plans to cover 98% of the population by 2014. EE's 2G coverage today reaches 99% of the population and 3G reaches 98% of the population. EE's superfast fibre broadband service covers 54% of the UK population, and ADSL broadband service covers 98.7% of the population.

EE has received extensive independent recognition including being ranked the UK's best overall network by RootMetrics®, and Best Network for Business at the 2013 Mobile Industry awards.

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