EE was a fairly new entrant into home broadband. For years the category had been dominated by three players, BT, Virgin Media and Sky, who have fought it out in arms race to claim they had the fastest broadband speeds. EE wanted to change the conversation, and instead of competing on speed alone, demonstrate new tools to help families make the most of the tech to help with their everyday life.

So they created WiFi Controls - which mean families can turn off the internet to certain devices, to help limit kids’ screen time, and get more sleep.

Our brief:

EE wanted to help tackle the screen-induced sleep crisis, and demonstrate an understanding of how difficult it is raising kids in a world of tech, and upgrade millions of customers to their broadband service that made it possible to control the wifi to their kids devices.

Firstly, for a modern British brand like EE, we needed a British track that reflected the brand's heritage. ‘Insomnia’ byFaithless is a British anthem from a British dance band.

Secondly the music needed to act as a storytelling vehicle, driving the narrative on. Insomnia was the perfect way to capture that hyped-up rampage, from the hypnotic start - kids glued to their devices. The echo of ‘I can’t get no sleep’ - parents turning off their kids WIFI. The track kicking in - the chaos of kids refusing to go to sleep. To reworking the track into a lullaby version when kids finally drift off to sleep.

Finally, the music needed to drive the visual aesthetic of the film. Because the track is a dance anthem, we treated the film like a dance video - from the camera language used, to the performance of the cast, down to how it was edited.

At launch, EE’s TV advertising reached over 23 million people. This drove 3k mentions on social, with conversations reaching nearly 7m. Searches for EE were up 10% YoY in UK.

After launch EE saw exceptional tracking results.

Masterbrand (home internet & mobile network) consideration, a metric typically very slow, 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 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%.