EE Celebrates position as UK's No.1 Network for 5G in new campaign featuring Kevin Bacon
- Kevin Bacon stars in the latest EE brand campaign which celebrates EE winning best network for 5G and best network for seven years in a row
- The new advert sees Doug who is not yet on EE’s award-winning network, looking on enviously as Kevin Bacon gets out his new phone and shows off about EE’s most recent awards on a park bench
- EE introduces the concept of envy to its marketing communications, directing consumers to ‘get EE or get network envy’
- The campaign leads with a 30-second TV ad that launches 14th August – view, share and embed the ad here.
Friday 14th August 2020: Kevin Bacon will return to our screens this evening during 8 Out of 10 Cats Does Countdown in the latest EE brand campaign which celebrates the network’s latest award wins: winning both no.1 network for 5G and no.1 network for seven years running. The TV campaign, combined with a nationwide out of home (OOH) campaign and targeted digital campaign, will introduce the UK to the concept of network envy, steering the nation to ‘get EE or get network envy’.
The advert opens with Doug sharing a park bench with Kevin Bacon, watching as Kevin reaches for his new phone from inside an unmistakable EE bag with ‘no.1 network for 5G’ emblazoned across it.
Curious, Doug asks Kevin about his new phone and Kevin takes great pride in letting Doug know that he got it on EE, the network that has “just won number one network for 5G and number one network seven years in a row”.
Doug is immediately gripped by network envy, furious at finding out that his network is second best to EE and deflated that he didn’t choose the UK’s best network. Doug’s internal monologue takes the viewer on this emotional journey he thinks “I’d give anything to be that man, on that network”. Kevin, noticing the envious expression on Doug’s face, warns viewers “don’t be a Doug, get EE or get network envy”.
Pete Jeavons, Marketing Communications Director at BT and EE comments: “We couldn’t be prouder of the recent awards for EE; taking home best network for the seventh year running and being crowned the new award of best 5G network. We have 5G in more places than any other UK operator so for customers looking to get the ultimate mobile experience wherever they are, EE is the obvious choice.”
EE continues to drive digitally integrated campaigns through its ad agency Saatchi & Saatchi London with a focus on social across Twitter, Facebook, Instagram and Snapchat, as well as other video display partners. This campaign will run across TV, out of home (OOH) and video on demand (VOD) – with edits and content developed specifically for a range of digital and social channels.
The campaign began with a nationwide OOH campaign on 10th August featuring a medal celebrating EE’s top spot as UK’s no.1 5G network and continues tonight (14th August 2020) with the 30-second TV ad at 21:50 during 8 Out of 10 Cats Does Countdown. The campaign was developed by EE’s advertising agency, Saatchi & Saatchi London.
Both awards were the result of independent analysis conducted by RootMetrics, which carried out 537,780 tests across 16 cities in England, Northern Ireland, Scotland and Wales.
The full report can be found here: http://rootmetrics.com/en-GB/content/uk-mobile-performance-in-review-1h-2020
For more information on EE’s 5G network, 5G Smart plans and 5G devices, customers can visit www.ee.co.uk/5G.
Rankings based on the RootMetrics® UK, Nation, and Metro RootScore® Reports and additional testing, Jan-Jun 2020. Tested with best commercially available smartphones on 4 national mobile networks across all available network types. Your experiences may vary. The RootMetrics award is not an endorsement of EE. Visit www.rootmetrics.co.uk for more details.
For more information, please contact M&C Saatchi Public Relations: firstname.lastname@example.org
ADVERTISING AGENCY: Saatchi & Saatchi London
CCO: Guillermo Vega
EXECUTIVE CREATIVE DIRECTOR: Dan Treichel
CREATIVE DIRECTOR: Francesco Grandi & Roderigo Castellari
ART DIRECTOR: Helen Giles
SENIOR PLANNER: Jack Trew
MANAGING PARTNER: Humphrey Taylor
BUSINESS DIRECTOR: Charlotte Elwig
ACCOUNT TEAM: Sophie Christiansen & Adam Smith
EXECUTIVE PRODUCER: Richard Firminger
MEDIA BUYING AGENCY: Essence
MEDIA PLANNER: Carly Murray & Sophie Franks
PRODUCTION COMPANY: Radical Media
DIRECTOR: Steve Miller
EDITOR: Paul Watts
AUDIO POST-PRODUCTION COMPANY: Prodigious / Factory Studios
DATE RELEASED: 14th August
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 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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