EE runs the UK's biggest and fastest mobile network.

In 2023, UK telco giant BT Group decided to consolidate two brands, EE (mobile network) with BT (internet & pay TV services) into EE. This meant that EE had to start selling home broadband.

In spite of millions invested, no UK telco has ever successfully made the transition from phone network to in-home internet provider. For some reason, consumers do not trust out of home connectivity expertise to cross over into the home.

EE had to set out a step change to be invited in the home, to do far more for their customers, and serve a greater share of their lives.

Our strategy:

Get parents, who see the light and the dark of tech, to trust EE with a far greater share of their lives by serving them with tools, services & content that help them harness technology to improve their everyday.

Our brief:

EE wanted to demonstrate understanding of how difficult it is raising kids in a world of tech, and provide broadband products that would actually help.

If successful, EE would drive masterbrand consideration & consideration of their broadband product. Across the consolidated BT Group brands, EE’s share of broadband sales would increase against BT’s.

In this film we authentically capture the sense of freedom that school kids feel across the UK as the final school bell rings.

To create a rich and true representation of modern Britain, we used over 60 real kids, showcasing their experiences of getting home from school.

Through a fluid, fast-paced cinematic edit, we show how phones and connectivity play an intrinsic role in this experience. Set to ‘Here We Are’ by Bloc Party, the film sensitively shows that growing up isn’t easy, with young people using technology in a multitude of ways during this daily window of time - showing the duality of the highs, as well as the challenges faced.

The film ends with a call to action, for every kid on any network to discover how the New EE Learn platform can help.

This film was part of an integrated brand relaunch with multiple assets. At launch weekend, EE’s TV advertising reached over 23 million people. This drove 3k mentions on social, with the conversation reaching nearly 7m. Searches for EE were up 10% YoY in UK.

After the launch EE has seen exceptional tracking results.

Masterbrand (home internet & mobile network) consideration, a metric typically very slow to move, has jumped by 6%, making EE the number 2 telco brand, overtaking a long established broadband player.

For in home broadband specifically, this campaign has moved product consideration by 6%, and moved EE into the tier one brands for the first time ever.

While the rest of the category has seen footfall to store decline by 3%, EE’s has increased by 8%.

This increase in consideration and traffic has followed through into sales. A key objective of this campaign was to increase EE’s share of BT Group’s broadband sales. Before this campaign EE had 10% of broadband sales, it now has 50%.