NEW EE LAUNCH
THE CHANGE THEY
NEEDED TO MAKE
EE, a household brand known for its telecommunications services and fast mobile network, was embarking on a significant transformation to become the UK's most customer-centric technology business.
They needed to engage the public, make a powerful statement about their evolution, and create anticipation around their new direction.
THE conversation we created
We devised a strategic approach that involved partnering with a legendary figure in the music industry, Fatboy Slim. By leveraging his popularity, we aimed to capture the nation's attention and make a statement about EE's transformation. Our strategy was built on the following key innovative ideas:
1.The World's Largest Holographic Performance: We capitalized on EE's innovative spirit by creating a 50-meter-tall holographic stage at the iconic Alexandra Palace. This larger-than-life holographic display would serve as the stage for Fatboy Slim's historic performance.
2.Audience Engagement: We designed a social media competition inviting fans to submit dance routines for the chance to be virtual backing dancers for Fatboy Slim. This approach not only excited fans but also made them integral to the event.
3.Live Streaming: We utilized EE's Instagram platform to live stream the performance, making it accessible to thousands of viewers nationwide.
the change made
Revealing a New EE: The event would double as the grand reveal of the "New EE," showcasing the company's shift towards a more personal and customer-focused approach.
The collaboration between EE and Fatboy Slim resulted in an extraordinary event that left a lasting impact with 159 pieces of coverage and over 13.5m organic campaign impressions on social.
> 13.5m
organic campaign impressions
159
pieces of coverage