• EE’s Stay Connected at Night campaign introduces smart billboards, street projections and public charging points in popular Manchester nightlife spots and student hubs, using online data to provide tailored local travel information
  • The smart billboards utilise augmented reality (AR) technology to offer those walking home at night helpful directions and location-specific travel tips
  • The campaign showcases one of the many ways EE’s Stay Connected Data keeps people connected even when they reach their monthly data limit

Monday 27th February 2023: From dusk tonight, pedestrians in Manchester’s nightlife hot spots will have their journey home lit up by EE’s Stay Connected billboards. Live  from 8pm to 3am each night until British Summertime resumes, this one-of-a-kind advertising campaign uses real-time data to provide useful travel updates, helping people make their way home at night.

Home to one of Europe’s largest student populations, Manchester will see a series of 42 smart billboards and street projections introduced to its most popular nightlife locations and student hubs, providing local travel information to help people plot a route home when darkness falls.

The campaign, created by Saatchi & Saatchi London and hosted on Ocean Outdoor billboards, demonstrates the power of EE Stay Connected Data which keeps people connected even when they reach their monthly data limit. It will run until mid-March, when the clocks will go forward, spelling longer days and lighter evenings.

The innovative smart billboards provide live travel updates for the local area, from taxi waiting times to information on the next trains, trams and buses from nearby stations. The billboards which illuminate when people approach them to make dark spaces feel safer, also utilise the latest augmented reality technology with light up arrows against the backdrop of the location, directing people to the closest train station, bus stop or taxi rank. EE has also worked with local bodies to integrate the screens into Manchester’s transport network.

EE’s Stay Connected at night campaign also provides street projections, with travel information overlaid onto pavements outside nightlife venues and other popular areas in Manchester city centre. These are supported by nearby public charging points to help any students that have run out of juice on their smartphones, and geo-targeted travel tips on social media via Instagram, Twitter and TikTok.

Pete Jeavons, Marketing Communications Director at EE, added: “This campaign is a brilliant example of how our Stay Connected Data can play an important role in our customers’ lives. We’re excited to be using cutting edge advertising technology in a new and creative way to demonstrate how EE keeps customers connected when they need it the most.”

EE’s Stay Connected at night campaign is inspired by the Women’s Night-time Safety Charter, a scheme launched by Manchester City Council late last year to rally businesses to help make the city safer for those in the night-time economy.

Stay Connected Data means EE customers can make the most of unlimited backup data on essential apps when they reach their monthly data allowance. For more information on EE Stay Connected Data, please visit:

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

About EE

EE runs the UK's biggest and fastest mobile network, offering superfast connections in more places than any other operator. EE brought the first 4G network to the UK in October 2012 and launched the UK’s first 5G network in May 2019.

EE has received extensive independent recognition, including being named the UK’s no.1 5G network by RootMetrics® in 2020 and 2021, and the UK's best network every year since 2014 for the following awards: The Mobile Choice Awards, The Mobile Industry Awards and by RootMetrics®.

As well as delivering mobile services to consumers, small and medium businesses, corporate customers and Government programmes, EE also provides home and business broadband using both 4G and fixed line connections.

EE is committed to being number one for service in the industry and has nearly 600 shops 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.

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