Family Nights Just Got an Upgrade: EE TV Redefines Flexibility in Home Entertainment with EE TV: The Ultimate Flex
· EE launches new brand campaign EE TV: The Ultimate Flex highlighting how EE TV offers families the very best in flexible TV packages.
· The audience-led campaign focuses on empty nesters, showcasing how they can switch on to a world of incredible entertainment whenever it matters most with Netflix on EE TV.
· With EE, families have access to Netflix in select EE TV and mobile plans. Every month, they can then change up their TV package from entertainment to sports – so they can watch Netflix during summer visits from children and grandchildren, all while tuning in to the latest must-watch shows and live sports moments.
· To launch the campaign, EE is partnering with Bauer Media to host a series of high impact sponsorship activities including an exclusive live event inspired by the Netflix film, The Thursday Murder Club, based on the best-selling book by Richard Osman, available on Netflix from 28th August.
· EE TV: The Ultimate Flex will also run across online video (OLV), radio, social, out of home (OOH), digital out of home (DOOH), digital audio and retail.
15 July 2025, London UK – Today, EE launches EE TV: The Ultimate Flex, a new multi-channel brand campaign highlighting how EE TV offers families the very best in flexible TV packages, enabling them to switch on quality entertainment with Netflix on EE TV, as well as change up their sports and entertainment packages, whenever it matters most.
With creative from Saatchi & Saatchi, the audience-led campaign focuses on empty nesters – parents whose adult children have moved out of the family home – and shows how EE TV makes it easier for them to stay connected to the shows and stories that their loved ones are talking about in one simple, easy to use service. It also brings to life how they can get better value with EE TV by switching up and taking control of their subscriptions every month, so they only pay for what they want to watch. So, whether it’s the release of the new Netflix hit show or a visit from the grandkids who are wanting to watch live sports, families will have the flexibility and freedom to effortlessly switch on Netflix and change up their entertainment and sports packages whenever they want.
From 15th July, EE is bringing the campaign to life through a multi-platform partnership with Bauer Media, designed to showcase the breadth and variety of content available to watch on Netflix with EE TV. At the heart of the partnership is an exclusive live event celebrating the upcoming launch of the Netflix film, The Thursday Murder Club. Available on Netflix from 28th August, the film is based on the best-selling book by Richard Osman and stars Helen Mirren, Pierce Brosnan, Ben Kingsley and Celia Imrie and is directed by Chris Columbus. Situated at Leeds Castle in Kent, on 21st August a host of lucky Magic Radio listeners will join Magic Radio for an evening of dinner, drinks and murder as they take part in an immersive murder mystery evening touring the castle grounds and piecing together clues to find the suspect.
In partnership with Netflix, EE is also engaging the empty nester audience through a fully integrated media strategy designed to drive meaningful connection and broad visibility across key consumer touchpoints.
To build scale and resonance amongst this audience, the campaign will run across traditional radio and digital audio placing it at the heart of their everyday routines. The edits will highlight how with Netflix on EE TV, families can make their time together even more enjoyable by getting together to discuss and watch their favourite shows.
The media planning and buying for EE TV: The Ultimate Flex was handled by WPP Media’s team OpenConnect, which also played a key role in brokering the Bauer Media partnership. The campaign also includes nationwide out of home (OOH), managed by Posterscope, which highlights the breadth of programmes available to watch on Netflix with EE TV - from sports to drama and comedy - as well as the ability to easily flex your EE TV subscription.
Kelly Engstrom, Brand & Demand Generation Director at EE said: “We know our customers want flexibility and value for money from their TV offering, which is why we wanted to highlight how EE TV offers the very best in flexible TV packages. Whether it’s switching on Netflix for a summer movie night or mixing up your sports and entertainment plans each month, our latest campaign is designed to show how with EE TV, access to incredible entertainment on the best broadband network is seamless, enjoyable and tailored to the way consumers live – because great stories are best enjoyed together.”
Joshua Walker, Director of Marketing Partnerships UK/IE, Middle East and Africa at Netflix, said: “At Netflix, we’re passionate about bringing great stories to life and making them easy to enjoy, especially during the moments that matter most. Our partnership with EE is helping families across the UK experience Netflix’s incredible variety of must-see entertainment through EE TV, whether they’re meeting for a family get together or catching up on the latest must-watch series. Together, we’re making quality entertainment more accessible and more meaningful for every household.”
Simon Kilby, Managing Director, Bauer Media Advertising, said: “This partnership is a natural fit between three brands that share a deep commitment to quality storytelling and creating content that connects with our audiences. By combining talent, standout content and immersive experiences, we’re delivering a powerful campaign that resonates across multiple platforms and consumers.”
EE TV is designed to offer a truly flexible TV experience for the busiest homes on the best network. A first-of-its-kind offering, EE TV includes flexible content packages and a choice of hardware with the EE TV App on Apple TV 4K, alongside EE’s own set-top box range and a multi-room option. With EE TV, customers can enjoy Netflix, Sky channels from NOW, TNT Sports, discovery +, all their live TV, free-to-air channels, and streaming. They also have the freedom to change their package every month, so they get even better value. Search EE TV to find out more.
For more information, please contact Edelman on eeprteam@edelman.com
ENDS
Campaign Title: EE TV: The Ultimate Flex
Client: EE
Saatchi & Saatchi:
- Executive Creative Director: William John
- Creative Director: Nick Bygraves
- Planning Partner: Olivia Stubbings
- Planning Director: Will Moore
- Planner: Ciarán McManus
- Managing Partner: Eilidh McGregor
- Senior Account Director: Joe Dowson
- Account Director: Dyfed Thomas
Boomerang:
- Creatives: Etty Flynn, Benjamin Rutherford, William Boehm
- Producer: Crystal Matthews
- Account Director: Chloe Mimms, Joanna Saywood
- Editor: Nassib Mourabet
PDG:
- Head of Design: James Crickmore
- Lead Designer: Simon Hadassi
- Senior Designer: Dan Bailey, Kumal Shah
- Designer: Anna Hahto
- Lead Motion Designer: Marco Balducci
- Motion Designer: Blake Hart-Wilson, Sally-Amy Ngwenya
- Artwork Lead: Adrian Reilly
- Artwork Manager: Dipikia Chauhan
- Senior Creative Artworker: Dean Vuckovic
- Head of Retouching: Kirsten Howe
About EE
EE is one of the 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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About Bauer Media Group
We are a media business focused on creating content that matters to millions of people across Europe. Our offer covers print and online publishing, audio broadcasting and entertainment, Out of Home advertising, and investments in other media related sectors. We are one of Europe’s largest Publishers, with almost 500 million copies sold each year. From women’s and celebrities’ magazines and TV listings to food and special interest, we own some of Europe’s most popular digital and print publishing brands. Our Audio business operates more than 150 radio and podcast brands, reaching over 61 million listeners every week. Bauer Media Outdoor is one of Europe’s leading Out of Home advertising businesses, with more than 100,000 advertising panels. Family-owned in the 5th generation, Bauer Media focuses on the long-term with a consumer first mindset. Our workforce of over 12,000 shares a common purpose: to deliver content and services that enrich people‘s everyday lives. For more information go to www.bauermedia.com.