- EE launches its new multi-million-pound integrated brand campaign, Broadband Made For You, highlighting the flexibility, speed and power of EE broadband for three specific audiences: home movers, gamers and busy families
- The campaign will run across TV, BVOD, OLV, display, radio, social and OOH from Friday 21st July. View, share and embed the content: Home movers, gamers and busy families
21st July 2023: EE today launches its new nationwide above the line (ATL) campaign, Broadband Made For You, that will feature multiple bespoke social, digital, OOH and TV executions, highlighting the many ways EE home broadband benefits home movers, gamers and busy families.
The audience-led campaign by Saatchi & Saatchi challenges the ‘one size fits all’ approach to broadband, bringing to life the different ways EE home broadband improves the everyday challenges customers’ face. Whether that’s ensuring lag-free gaming weekends, entertainment for families on a rainy day or taking some of the stress out of home moves, the campaign illustrates how EE broadband is made for you.
The three narratives hitting TV screens nationwide from this evening will be:
1. Broadband Made for Summer:
The first film opens on a stereotypical British summer scene; a children’s garden party gone awry due to an unexpected downpour. A soggy burger sitting on a BBQ, deflated bouncy castle and a selection of damp toys are among the abandoned items revealed to the viewer. The film then takes us inside the home, scanning the scenes of parents and kids alike engrossed in various tech-enabled activities all connected by EE Full Fibre broadband including streaming, gaming, taking and uploading selfies with a pony and making videos for TikTok. The film ends by panning to a clown sat amongst the chaos, looking miserable as the only person who isn’t online, before the familiar voice of Kevin Bacon reminds viewers that ‘when everyone is online, EE Full Fibre gives you the speeds you pay for’.
2. Broadband Made for Moving:
The second narrative depicts a house filled with the universal pain points of moving home: a sofa stuck in the front door, unpacked boxes scattered chaotically around the rooms and a mum, dad and daughter perched uncomfortably on makeshift furniture around a laptop. Demonstrating how EE customers can get online from day one – and before their home broadband is set up – the mum taps her phone to activate her EE mobile hotspot and tethers to the laptop with her free one-month unlimited data boost. The advert culminates with the group letting out a sigh of relief and settling in for an evening of boxset streaming.
3. Broadband Made for Gaming:
The third story opens on a man sprinting down the street with sirens going off in the background. Anticipation builds as the man goes to extreme lengths to get to his destination, sliding over the bonnet of a car, spinning around street corners, and hurdling over walls. He doesn’t slow down as he reaches his front door, leaping past a glowing EE Full Fibre Broadband router and past a boy sat streaming a show on the TV. He catapults himself into a bedroom where a girl is sat on her bed, two controllers in hand and passes him one. The man apologises, ‘sorry love, work lagged a bit’ before Kevin Bacon announces that ‘nothing beats EE broadband at handling lag, so bring on game night’.
The TV campaign is accompanied by a series of bespoke creative executions for social channels. The edits created for YouTube play on the social media channel’s familiar ‘skip ads’ button, reimagining the functionality for the everyday moments that everyone wishes they could fast forward.
Pete Jeavons, Marketing Communications Director at EE, comments: “Our Full Fibre broadband has been created with the needs of our customers at its heart, able to cope with the online demands of all the family, even at peak times. This campaign dramatises how the speed, reliability and power of EE home broadband benefits our customers in a multitude of settings; whether it’s shopping, streaming, online gaming or remote working, our customers will be able to do it all seamlessly, even at peak times, on the UK’s most reliable broadband technology.”
William John, Executive Creative Director, Saatchi & Saatchi adds: “This isn’t bland broadband, this is broadband made for those moments when you really need it – our campaign looked to showcase that through fun, intriguing and insightful situations that we can all relate to.”
The campaign, planned and bought by EssenceMediacomX and OOH agency Posterscope, sits across a range of channels with custom executions tailored to maximise engagement for each format and platform. Broadband Made For You goes live with a nationwide TV campaign on Friday 21st July during Celebrity Gogglebox on Channel 4, with other key broadcast slots including:
- Love Island (ITV 2) – Friday 21st July
- Rob & Romesh Vs (Sky Max) – Friday 21st July
- 2023 FIFA Women’s World Cup (ITV) – Saturday 22nd July
The campaign will also run across out of home (OOH), video on demand (VOD), cinema (in key family viewing films such as Barbie) and social channels with edits and content developed specifically for digital.
EE’s home broadband offering has been designed with customers in mind. It can handle anything you throw at it, whether you’re a home mover looking to get online from day one, a busy parent that’s working from home yearning for the Wi-Fi speeds you pay for, even at peak times, or a gamer after a connection without interruptions. EE pay monthly customers who take out an EE home broadband plan can also receive a one-month mobile data boost at no extra cost.
For more information, visit ee.co.uk.
ENDS
Credits:
CAMPAIGN TITLE: Broadband Made For You
CLIENT: EE
ADVERTISING AGENCY: Saatchi & Saatchi
CCO: Franki Goodwin
EXECUTIVE CREATIVE DIRECTOR: William John
CREATIVE DIRECTOR: Ali Dickinson
COPYWRITER: Sarah Heavens
ART DIRECTOR: Neil Ritchie
PLANNING DIRECTOR: Ophelia Stimpson
Planner: Ciaran McManus
MANAGING PARTNER: Jonathan Tapper
BUSINESS LEAD: Charlotte Elwig
ACCOUNT DIRECTOR: James Graham
ACCOUNT MANAGER: Charlotte Anderson
AGENCY PRODUCER: Barney Ferguson, Harriette MacNaughton, Emma Whiting
DESIGNER: Katarzyna Wozniak
SHOOT PRODUCER: Rachel Wickham
CGI: George Royce
RETOUCHING: Maider Oribe Marcos
PHOTOGRAPHER: Rebecca Naen
PHOTOGRAPHER’S AGENT: Phoebe Mead
STYLIST: Kerry Pannagio
SET PRODUCER & CO-ORDINATOR: Jenny Wickens
PRODUCTION COMPANY: Pulse Films
DIRECTOR: Sam Pilling
MD / EXEC PRODUCER: James Sorton
HEAD OF PRODUCTION: Chris Harrison
PRODUCER: Neil Andrews
PM: Tom Nutting
PA: Sam Page-Jones
1st AD: Robert Blishen
LOCATION MANAGERS: Alistair Vlok | Humphrey Milles
STUNT COORDINATOR: Matt Sherren
DOP: Mattias Rudh
MOVI Op: James Davis
CAMERA OPS: Richard Cornelius | Paul McKay | Seb Joly | Max Ryjavek
KEY GRIP: Malcolm McGilchrist
GRIPS: Pete Olney | Simon Ward
GAFFER: Alex Gibbon
PRODUCTION DESIGNER: Drogo Mitchie
SFX: AGOG
COSTUME DESIGNER: BRATSK
H&M: Lu Hinton
EDITOR: Ellie Johnson
EDIT HOUSE: TenThree
EDIT PRODUCER: Rachel Goodger
CASTING DIRECTOR: Coralie Rose, Road Casting
AUDIO POST-PRODUCTION: 750mph
SOUND DESIGNERS: Sam Ashwell & Ellis McGourlay
SOUND MIX: Sam Ashwell
PRODUCERS: Olivia Ray & Aishah Amodu
RADIO SOUND ENGINEERS: Lucas Trigg
POST-PRODUCTION: The Mill
CREATIVE DIRECTOR: Carl Norton
2D LEADS: Stephen Miller & Ben Gallagher
2D ASSISTS: Vipin Tripathi
3D LEAD: Luke Webster
2D ONLINE ARTIST: Alexis Da Camara
EXECUTIVE PRODUCER: Grace Thorpe
SENIOR PRODUCER: Matt Squires
POST-PRODUCTION / COLOUR: Company3
COLORIST: Matthieu Toullet
COLOUR PRODUCER: Chris Anthony
MEDIA PLANNING & BUYING AGENCY: EssenceMediacomX
MEDIA STRATEGY LEAD: Tom Kislingbury
MEDIA BUSINESS DIRECTOR: Lillie Norton
MEDIA PLANNING DIRECTOR: Paridhi Johri
OOH PLANNING & BUYING AGENCY: Posterscope
OOH PARTNER: Dan Bayford
OOH SENIOR PLANNING & BUYING MANAGER: Tom Murrihy
Notes to editors:
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’s mobile network 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 overall network by RootMetrics® every year since 2014, as well as being named Network of the Year at the 2022 Mobile Industry Awards.
As well as offering mobile services to consumers and small and medium businesses, 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 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.
In 2022, BT announced that EE would become the lead flagship consumer brand on a mission to create the most personal, customer-focused brand in the UK. EE and BT are joining forces to work as one to better take on what’s next in the world of connectivity and technology, working together to continue to innovate, doing a better job for customers and the nation, now and in the future.
EE is part of BT’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK. Follow us on:
Facebook at: www.facebook.com/ee
Twitter at: www.twitter.com/ee
YouTube at: www.youtube.com/ee
LinkedIn at: www.linkedin.com/company/ee-uk
About Saatchi & Saatchi:
Saatchi & Saatchi UK have a simple ambition to create the most influential creative ideas in modern Britain. This spirit is brought to bear on transformative work for clients including EE, BT, Direct Line, GSK, Britvic and Pilgrims, alongside recent new business wins including BT Sport, Marriott, Siemens and Churchill.
The Saatchi & Saatchi network unites 114 offices in 67 countries and 6,500 people. Saatchi & Saatchi is part of the Publicis Groupe.
About EssenceMediacomX:
EssenceMediacomX is part of EssenceMediacom, GroupM’s newest and largest agency, committed to delivering marketing breakthroughs for brands. It has disrupted the old models across media, creative, innovation and analytics to find new opportunities for advertisers and deliver truly integrated media solutions.
Born out of two pioneering agencies, EssenceMediacom fuses Essence’s performance, data, analytics and creative technology DNA with MediaCom’s scaled multichannel audience planning and strategic media expertise. Our ‘breakthrough’ ambition is underpinned by our commitment to ‘continuous learning’.
Based in the UK, EssenceMediacomX’s global client roster includes Google, Mars, Sony Playstation, L’Oréal, The Financial Times, BT, and Sainsbury’s.
About Posterscope:
Posterscope is the original Out-of-Home media agency. Born more than 30 yrs ago, we are experts in helping brands reach and influence consumers in the physical world. Using location first and outcome focused as the guiding principle to understand behaviour, context, and the need states of people on the move, we continue to deliver effective and award-winning work for clients such as EE/BT and the UK Government.
Source: EE Newsroom
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