- Latest brand campaign from EE sees a plane landed over its Full Fibre Max broadband from a UK family home in a genuine demonstration of the power and reliability of the EE fibre broadband network
- While the real-life family of five continued their normal lives with all of their connected devices running on the EE Full Fibre Max broadband, they saw their dining room turned into a remote air traffic control system which was connected to the same EE Full Fibre Max broadband connection, and set up to share data in real time with the aircraft in order to complete its landing at Cambridge airport
- The campaign leads with a 60-second TV advert directed by BAFTA award winning producer, Tom Hooper, launching on 10th December – view, share and embed the ad https://youtu.be/9XMsISVWz-w.
10th December 2021: EE’s latest brand campaign documents a real-life demonstration of the power of its Full Fibre Max broadband as it is used to land a plane from a UK home.
Directed by BAFTA award winning producer Tom Hooper, the ad follows real life family of five the Saleys, who watch on in excitement as their Harrow home is transformed into a remote air traffic control system connected by their EE Full Fibre Max broadband router.
The remote unit was set up in The Saley’s dining room, midst the family’s busy household, to share relevant data in real time directly to the pilot, aiding the smooth landing at Cambridge airport.
While all three Saley children played on their PlayStation, and their parents continued streaming content to their laptops, tablets, smartphones and other connected devices all running on their EE Full Fibre Max broadband, EE was able to broadcast several huge streams of data from the family home, providing accurate airspeed and rate of descent, all glitch-free, and assisting the pilots to fly and land the plane on the runway as the Saley’s watched on in amazement.
The TV campaign, featuring Kevin Bacon, will be combined with a nationwide out of home (OOH) campaign and targeted digital campaign which will hit screens during Coronation Street at 7.45pm.
Pete Jeavons, Marketing Communications Director at BT and EE comments: “Our new campaign is all about EE broadband that can handle anything you throw at it, and this real-life demonstration helps to communicate that in a really exciting way. In today’s connected family home, we know how many devices can be online at one time and this is increasing all the time, so this demonstration was about showing that despite how many devices are already relying on EE Full Fibre, the broadband can still cope with so much more.
Our Full Fibre Max broadband connects 100 devices all at once, so you can download music, stream sport, enjoy glitch-free gaming and even land an aircraft all at the same time, because it can really handle anything you throw at it.”
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. The 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.
EE Full Fibre Max is available in 24-month contracts from speeds of 100 (£35), 500 (£44.50) and 900 (£55) and if you are an EE mobile customer with a monthly plan, 10% discount applies as well as a boost to your monthly mobile data allowance by up to 20GB every month.
With EE Full Fibre Max you can even choose to add Smart WiFi which uses WiFi-boosting discs to extend your broadband to more spots in your home. EE networks are also powered by 100% renewable energy, which is just one of the steps taken today for a better tomorrow.
For more information on EE’s Full Fibre Max broadband, checking your speed, and picking a plan, customers can visit shop.ee.co.uk/broadband/fibre-max-broadband.
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For more information, please contact M&C Saatchi Talk: [email protected]
ADVERTISING AGENCY: Saatchi & Saatchi London
CAMPAIGN TITLE: Full Fibre
CLIENT: EE
ADVERTISING AGENCY: Saatchi and Saatchi
CCO: Guillermo Vega
CREATIVE DIRECTOR: Will John
COPYWRITER: Alex Lucas
ART DIRECTOR: Jon Farley
SOCIAL CREATIVE: Alice Dowdall
DESIGNER: Kris Miklos, Alex Lieven, Kerry Roper
PLANNER: Kristian Henschel, Ophelia Stimpson
MANAGING PARTNER: Humphrey Taylor
BUSINESS LEAD: Fergus Waddell
ACCOUNT TEAM: Liz Maunsell, Vitalia Floris, Sophie deGraft-Johnson, Adam Smith
AGENCY PRODUCER: Christian Lobo, Jade Mullem
MEDIA BUYING AGENCY: Essence
MEDIA PLANNER: Tom Kislingbury, Michael, Bensley, Rachel Cawley
PRODUCTION COMPANY: Smuggler
DIRECTOR: Tom Hooper
EDITOR: Paul Watts / Scott Crane / Bruce Townsend @ The Quarry
PRODUCER: Gustav Geldenhuys
Tech Production : The 5G’s
Technical Director – Oliver Kibblewhite
Senior Producer – Emma Jackson
Creative Director – Greg Furber
Lead Developer – Wim Vanhenden
POST-PRODUCTION COMPANY: Framestore
Colourist – Simon Bourne
VFX Supervisor – Tim Osborne
VFX Shoot Supervisor – Chris Redding
Flame Op – Robin McGloin and Luigi Russo
Designer – David Lochhead
Producer – Alexia Paterson
AUDIO POST-PRODUCTION COMPANY: Factory Studios, Dan Beckwith : Audio Engineer, Beth Massey : Producer.
DATE RELEASED: 10th December 2021
CITY / COUNTRY: UK
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 with it continuing to be the UK’s biggest 4G network and launched the UK’s first 5G network in May 2019.
EE has received extensive independent recognition, including being named the UK’s best network every year since 2015 for all the following awards: The Mobile Choice Awards, The Mobile News Awards, The Mobile Industry Awards and by RootMetrics®.
EE’s 4G and fixed line full fibre network supports the demands of fully connected homes as well as small and medium businesses with speeds up to 900Mbs. EE is committed to being number one for service in the industry and continues to be the least complained about broadband provider as recognised by Ofcom.
Its retail presence exceeds more than 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.
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
Source: EE Newsroom
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