• EE launches new audience-led campaign, Better Value, highlighting how busy families can get the best value with EE Mobile
  • Better Value uses three familiar everyday situations to showcase how EE Mobile is built for your life, with a wide range of value-added benefits including Stay Connected Data, Data Gifting and Inclusive Extras, available for customers on the UK’s best network
  • The campaign will run across radio, digital out of home (DOOH), YouTube, social and Amazon from Monday 11th March

11th March 2024: EE today launches its new integrated brand campaign, Better Value, that will feature multiple bespoke radio, digital and social executions, highlighting how customers can count on EE Mobile for a great deal more with a wide range of value-added benefits available on the UK’s best network.

The audience-led campaign brings to life the many ways busy families can get better value with EE Mobile. Depicting three familiar everyday situations, from helping you get home on a Friday night – even when you are out of data – to effortlessly sharing data with your children when they have run out, the campaign shows how EE Mobile is built for your life.

The three narratives hitting the radio from today are:

1.        Friday night

The first radio clip begins with the familiar voice of Kevin Bacon as he narrates a young woman, Victoria’s, Friday night, set to the backdrop of the ambient sounds of a typical night out. Although Victoria has had a ‘Friday night to remember’, she finds herself in a tricky situation; caught outside in the pouring rain with no mobile data. As she starts to question how she is going to get home, she suddenly remembers that she can still access essential apps like Uber and WhatsApp with Stay Connected Data, ensuring she and her friends have a safe journey home. She proudly announces ‘Uber’s on me guys’, as they all head to the kebab shop for a post-night out snack, waiting for their ride to arrive.

With EE Stay Connected Data, you can stay online and connected even when your monthly data allowance runs out. Running at a slower speed, it works perfectly for calling, texting and using essential apps like Uber, WhatsApp and Maps.

2.       Quiet Night In

The second radio spot features parents Lorraine and Trev, as they enjoy a rare night to themselves. As they sit back to watch a film, they start to think of their daughter Liv, who is out with friends and hasn’t contacted them in a while. At that moment, Lorraine’s phone buzzes, as Liv messages asking if they can share some of their data so that she can upload a dance video to TikTok. The parents duly oblige using EE Data Gifting and return to the comfort of their romantic film – which of course is short-lived as Liv predictably then asks them to pick her up.

EE Data Gifting gives you more control over your family’s data, empowering you to allocate data between your family’s phones and plans, whenever someone is running low. This feature not only maximizes your data allowances but also serves as an effective tool for managing your children’s data usage.

3.      Holiday Mode

In the final radio ad, Kevin Bacon paints the picture of a holidaymaker, Dave, as he sets off on his trip abroad. As the noise of a plane landing rings in the background, Dave suddenly remembers that he has forgotten to send an all-important work email. Fortunately, Dave had already exchanged his sports package for a Roam Abroad Pass from EE Mobile, allowing him to seamlessly send the email and then return to relaxation with a sigh of relief. But not before the sound of emails pinging erupts on Dave’s phone, with Kevin Bacon jokingly questioning if he remembered to put his out of office on.

With EE Mobile Inclusive Extras, you have the flexibility to swap out amazing benefits like Apple Music and a Roam Abroad Pass, whilst also letting you swap them right back the following month. It means you can enjoy extras worth up to £25 a month without having to compromise on the things you love most.

Accompanying the radio campaign are bespoke creative executions for social channels, further demonstrating the value EE Mobile brings to its customers, with content creators explaining the range of EE’s value-added benefits to their grandparents. The campaign underscores EE’s commitment to providing reliable connectivity and inclusive services tailored to meet the diverse needs of its customers.

Pete Jeavons, Marketing Communications Director at EE, comments: “We understand the importance of value for money for our customers, which is why we wanted to highlight the ways we offer our customers more. This campaign showcases how EE Mobile enables our customers to get the most out of their plans, with reliable connectivity for all the family when they need it most, all on the UK’s best network”.

The campaign, created by Saatchi & Saatchi, with media planned and bought by EssenceMediacomX and OOH agency, Posterscope, will sit across radio, digital out of home (DOOH), YouTube, social and Amazon.

EE Mobile has a range of extras that bring you better value. With Stay Connected Data, Data Gifting and Inclusive Extras, customers have got all the ingredients they need to get better value than ever with EE. Search EE Mobile to find out more.

For more information, visit:




CAMPAIGN TITLE: Value for Money 2024



CCO: Franki Goodwin


SENIOR CREATIVE: Samuel Simmons, George Coyle

CREATIVE: Liz Eisen, Bartek Nowak

PRODUCER: Harriette MacNaughton



DESIGN LEAD: James Crickmore

DESIGNER: Simon Anderton & Adam Carter

PLANNING LEAD: Olivia Stubbings



BUSINESS LEAD: Cameron Saville-Smith




EDITOR: Lizzy Rowlatt



SOUND ENGINEER:  Michael Powell & Tom Pugh


For more information, please contact M&C Saatchi Talk on 

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 technology 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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