The first challenge was the format. We knew two things for sure: for a 4G brand we had to have amazing interactive digital experiences, and it had to tell the story of exactly what 4G was going to mean to everyone in the UK. We knew what we wanted: we wanted an experience. We wanted to create an event that would be informative of course, fun and very, very memorable. We did know what we didn't want: lecterns and a series of PPT presentations or numb bums.

We decided that the best way to launch the brand wasn’t to present the typical brand movies and collateral (well…). We decided instead to create an immersive brand world, which you could literally explore. Each section a playground, an amusement park, each experience built to dramatise the key aspects of the brand. We wanted to create an experience from the very first holographic presentations through to digital immersions, call centres of tomorrow, a lost dog and a life size rhino right through to the final sprint for the finish line. So we did. We called it EE Live.

Best Companies: 2012 position 30th, 2013 position 18th. Between November 2012 and October 2013 EE's overall engagement scores increased 7% and lifted us up 12 places in the Sunday Times Best Big Companies to work for.

Pulse survey: Between July and November 2012 the employee NPS increased from -2% to +6%, the first time NPS had ever been positive at a company level. Across the same period, the My Company Index increased from 55% to 61% and the average score for “I feel proud to work for EE” increased from 3.77 to 3.89 (max score is 5).