● EE launches new brand campaign, Clocking Off, highlighting how EE’s new Wi-Fi 7 enabled Smart Hub Pro and Smart WiFi Pro, seamlessly deliver connectivity for multiple devices, even in the busiest households
● Created by a Publicis Groupe UK cross agency team, the work runs across TV, broadcast video on demand (BVOD), social, print, radio, retail, and out of home (OOH), and is planned and bought by GroupM with OOH agency Posterscope
● The campaign leads with a 120s film by Saatchi & Saatchi that sees households take control of their connectivity with EE’s new Wi-Fi 7 enabled Smart Hub Pro and Smart WiFi Pro
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14th October, London – EE has today launched a new brand campaign, Clocking Off, demonstrating how its new Wi-Fi 7 enabled Smart Hub Pro and Smart WiFi Pro, transforms connectivity in the home meaning faster speeds and a more consistent connection for multiple devices, even in the busiest households.
Running across TV, broadcast video on demand (BVOD), online video, social, print, radio, digital audio, search and out of home (OOH), the integrated campaign has been created by teams from Saatchi & Saatchi, GroupM, Digitas UK, Boomerang, Posterscope, Prodigious and LeSHOP. Launching with a 30-second TV spot created by Saatchi & Saatchi and debuting during Good Morning Britain (ITV) on Monday 14th October, with key spots on top programming like Gogglebox, Great British Bake Off and Big Brother, the cross-group work captures the essence of modern life where connectivity is crucial.
The 120s film, Clocking Off, follows a day in the life of a group of people performing robotic, routine tasks at work, such as the commute, shot in monochrome. As they leave and head home, scenes move to vibrant colour, symbolising the transition from a mundane workday to a lively home environment. At home, each individual encounters a busy household with multiple devices competing for bandwidth, resulting in delays and frustration. Once the magic of WiFi 7 kicks in, family members can be seen enjoying their own moments of peace and connectivity, from recording a TikTok and watching a film, to gaming and video calling, showcasing the harmony that EE’s Wi-Fi 7 enabled technology brings to every home. The spot ends with the familiar voice of Kevin Bacon announcing “When everyone’s home and caning the broadband, EE’s new Wi-Fi 7 router makes every device work better, even yours.”
The campaign has been contextually planned and bought by GroupM to tactically align with the ‘Clocking Off’ timestamp of 16:59 in the ad to enhance the ad’s relevance.
The campaign also includes nationwide OOH, created by Saatchi & Saatchi and Prodigious, which highlights how products from Samsung, Google and Xbox, work better with EE’s Wi-Fi 7 Smart WiFi Pro. Social activity was led by Boomerang, including an influencer-led campaign across Instagram and TikTok which goes live later this month (October).
To showcase the power of Wi-Fi 7, Digitas UK has developed a dynamic suite of digital content that will feature across EE’s online platforms, providing customers with a detailed overview of the new technology and its benefits.
The campaign also includes a retail activation and content wrap which signposts customers to find out more about Wi-Fi 7 in EE stores nationwide. The retail work is by LeSHOP.
Pete Jeavons, Marketing Communications Director at EE, comments: “Our new Smart Hub Pro and Smart WiFi Pro features the latest in Wi-Fi tech, specially designed with our customers in mind. We know that the average household has multiple devices on the go at any one time, with each one as important as the next. As the first major provider of a Wi-Fi 7 hub, our customers can enjoy fast speeds and a more consistent connection, wherever they are in the home, so there is no need to prioritise devices”.
Ben Mooge, CCO, Publicis Groupe says “EE’s new Wi-Fi 7 enabled Smart Hub Pro and Smart WiFi Pro provide customers with the best broadband experience in the home, creating space for everyone’s devices and providing reliable connectivity. Which is especially satisfying when you get back after a hard day and find everyone at home is already caning the internet. ‘Clocking Off’ takes us from the greyscale grind of the workday to the full-colour bliss of getting home, where Wi-Fi 7 makes your devices perform better”.
Smart Hub Pro and Smart WiFi Pro from EE feature the latest generation of Wi-Fi technology, with intelligent tri-band tech built in to supercharge your internet across the whole home, meaning everything you love works better. Customers using Smart Hub Pro and Smart WiFi Pro with Wi-Fi 7 will enjoy virtual dedicated fast lane for the devices that demand the most connection, giving them the fastest speeds and a more consistent connection, even when you’re further from the hub.
For busy households, Wi-Fi 7 offers the smartest Wi-Fi connection available, EE’s Smart Hub Pro and Smart WiFi Pro’s built-in technology makes sure your home network becomes less congested, even when everyone’s online.
For more information, please visit: https://ee.co.uk/broadband/wifi-7
CREDITS
CAMPAIGN TITLE: WIFI 7 Clock Off
CLIENT: EE
ADVERTISING AGENCY: Saatchi & Saatchi
Publicis Groupe UK CCO: Ben Mooge
MD: Jonathan Tapper
EXECUTIVE CREATIVE DIRECTOR: Will John
SENIOR CREATIVE: Samuel Simmons, George Coyle
DESIGN DIRECTOR: James Crickmore
DESIGNER: Scott Powell
GROUP PLANNING PARTNER: Olivia Stubbings
PLANNING DIRECTOR: Will Moore
SENIOR PLANNER: Jonny Turnbull
BUSINESS LEAD: Eilidh McGregor
ACCOUNT DIRECTOR: Joe Dowson
ACCOUNT MANAGER: Tamara Sirandula
AGENCY PRODUCER: Rose Reynolds, Brett Macdonald
PRODUCTION COMPANY: Love Song
DIRECTORS: Daniel Wolfe & Louis McCourt
DOP: Harry Wheeler
MD: Shirley O’Connor
EXECUTIVE PRODUCER: Ellie Goodwin
PRODUCER: Peter Knowles
LOCAL LINE PRODUCER: Maeve McMahon
PRODUCTION DESIGNER: Arthur DeBorman
COSTUME DESIGNER: Kirsty Halliday
EDIT: Marsheen
EDIT PRODUCER: Harriet Cawley
EDITOR: Dominic Leung
EDIT ASSISTANT: Helena Teixeira
COLOUR: Electric Theatre Collective
COLOURIST: Jason Wallis
POST-PRODUCTION: Stray
CREATIVE DIRECTOR/VFX SUPERVISOR: Dan Williams
2D: Ben East, Hugo Saunders
AFX/DESIGNERS: David Whatley, James Brocklebank, Kwok Fung Lam
EP: Misha Stanford-Harris
PRODUCER: Ellie Georgiou
SOUND STUDIO: Factory Studios
SOUND PRODUCER: Emily Thomas
SOUND DESIGN & MIX: Anthony Moore & Jack Hallett
MUSIC COMPANY: Theodore Music Ltd.
MUSIC SUPERVISORS: Ottilia Kjulsten & Dominic Bastyra
TRACK: Pet Shop Boys – Left To My Own Devices
MEDIA AGENCY: GroupM
VP STRATEGY: Tom Kislingbury
PLANNING LEAD: Anna Martorana
BUSINESS DIRECTOR: Rob Corr
BUSINESS DIRECTOR: Adam Tully
PLANNING DIRECTOR: Paridhi Johri
OOH AGENCY: Posterscope
OOH PARTNER – Dan Bayford
PLANNING & BUYING DIRECTOR – Tom Murrihy
SENIOR PLANNING & BUYING EXECUTIVE – Rowan Gillette-Fussell
PRODUCTION: Prodigious (OOH)
HEAD OF DESIGN: James Crickmore
SENIOR DESIGNER: Simon Hadassi
DESIGNER: Jess Steiger
SENIOR DESIGNER: Scott Powell
SENIOR DESIGNER: Natalie Alves
SENIOR DESIGNER: Kumal Shah
DESIGNER: Conor MacLeay
LEAD MOTION DESIGNER: Marco Balducci
SENIOR MOTION DESIGNER: Aivaras Seduika
RETOUCHER: George Lewis
SENIOR PROJECT MANAGER: Adrian Reilly
HEAD OF RETOUCHING: Kirsten Howe
ARTWORKER: Martin Uden
CREATIVE ARTWORKER: Jennifer Bourne
SENIOR CREATIVE ARTWORKER: Dean Vuckovic
DIGITAL AGENCY: DIGITAS
EXECUTIVE CREATIVE DIRECTOR: Bjorn Conradi
CREATIVE DIRECTOR: Amandine Fabian
SENIOR ART DIRECTOR: Neal Williamson
ART DIRECTOR: Reilly Lovett
SENIOR COPYWRITER: Brochan Watts
COPYWRITER: Georgina Aindow
SENIOR DESIGNER: James Nawka
VISUAL DESIGNER: Sarah Goodman
STRATEGY DIRECTOR: Harry Bunnell
STRATEGY DIRECTOR: Credence Pym
BUSINESS DIRECTOR: Jessica Brennan
ACCOUNT DIRECTOR: Sophie Baldwin
SENIOR ACCOUNT MANAGER: Jessica Muhl
SENIOR PROJECT MANAGER: James Martin
SENIOR INTEGRATED PRODUCER: Brett MacDonald
JUNIOR PRODUCER: Lucy Fuggle
POST PRODUCER: Jessica Scannella
AUDIO: Henry Frith
AFX: David Phelps, Ploy Jeana Li
FLAME: Jack Kennedy
GRADE: Matty Lee-Redman
OFFLINE: Rich Barnett
BUSINESS DIRECTOR: Jessica Brennan
SENIOR ACCOUNT DIRECTOR: Sean McKenna
SENIOR ACCOUNT MANAGER: Chrissie Demetriou
SENIOR PROJECT MANAGER: James Martin
ADVERTISING AGENCY: LeSHOP (Retail)
CREATIVE DIRECTOR: Mike Tran
SENIOR COPYWRITER: Joe Fletcher
SENIOR ART DIRECTOR: Kurt Strong
BUSINESS LEAD: Justin Hyde
SENIOR ACCOUNT MANAGER: Ali Boanas-Smith
PROJECT MANAGER: Ameer Bacchus
SOCIAL AGENCY: Boomerang
CREATIVE DIRECTOR: Ian Gambier
ART DIRECTOR: William Boehm
COPYWRITER: Benjamin Rutherford
BUSINESS LEAD: Emma Hibbitt
PRODUCER: Helen Tucker-Lalloo
ENDS
Source: EE Newsroom
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