On 11th September 2012, the UK’s largest mobile operator, Everything Everywhere (the owner of Orange and T-Mobile in the UK), executed the biggest launch in UK telecoms history. It launched a new company, with a new brand, pioneering the UK’s first-ever 4G service.

To launch a new brand and new technology in the crowded UK telecoms arena is ambitious, but that is exactly what EE did. With no ATL support, the PR team successfully launched the company, the brand, and a new superfast 4G network by utilising a range of tactics that would establish wide-spread awareness of the brand, its technology and its services, in just a matter of weeks.

The launch was carefully planned to:

• Re-launch a corporate, Everything Everywhere, as a fresh new consumer brand that embraces the magic of technology

• Establish EE as a leader in innovation in the eyes of the press, public, and UK businesses

• Establish EE as the UK’s most prominent digital communications brand

In September 2012, EE was introduced to the UK for the first time. By implementing a multi-phased communications strategy, EE met and exceeded its objectives. Almost instantly, EE was known as a pioneer of new technology in the UK. The brand was positively mentioned in over 89% of over 3,400 articles, with CEO Olaf Swantee quoted in 543 pieces. Customer registration targets were smashed, with 151,000 pre-registrations while 10% prompted brand awareness in the first week, double the business target.

EE was launched at the Science Museum with an event attended by London Mayor Boris Johnson, as well as over 100 national, broadcast, business, trade and tech press.

In the following weeks, the superfast 4G service was taken on the road, allowing press to experience the incredible speed of 4G ahead of commercial launch. The PR activity between brand reveal and commercial launch delivered positive reviews to ensure EE’s 4G service was understood and approved by the public.

In addition to announcements, briefings and demonstrations, a pinnacle of the campaign was a launch event of ground-breaking scale – an astonishing four-minute 4D lightshow projected onto London’s iconic Battersea Power Station. The world’s first Twitter dress, worn by Nicole Scherzinger, also displayed Tweets submitted using #TweetTheDress in real-time. A glamorous, iconic, and dazzling event, it provided a stunning introduction to the EE brand and 4Gtechnology - securing blanket national coverage.

The PR campaign resulted in a high level of brand awareness and understanding of 4G:

• More than 3,400 articles generated from the campaign and CEO Olaf Swantee quoted in 543 articles

•76% of 3,401 pieces of coverage was also PR influenced, with 5,417 key messages reported.

• 89% of the coverage mentioned EE in a positive light, and, of the remaining 11%, 10% was balanced – no small feat for a completely new brand

• 76% of 3,401 pieces of coverage was also PR influenced, with 5,417 key messages reported.

This campaign inspired real action in a significant proportion of people who were engaged by EE’s pioneering new 4G network:

• Between September 11th and commercial availability, 151,000 people pre-registered their interest before ATL activity had even begun – far exceeding EE’s target of 50,000, through PR alone.

The launch also delivered 10% prompted brand awareness in the first week alone – double the business target of 5%.