EE Celebrates Position as UK’s No.1 Network for 5G in Envy-Fuelled Campaign Featuring Kevin Bacon
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In partnership with Saatchi & Saatchi London and RadicalMedia, the campaign leads with a 30-second TV ad that launches today
Kevin Bacon will return to our screens this evening during '8 Out of 10 Cats Does Countdown' in the latest EE brand campaign which celebrates the network’s latest award wins: winning both no.1 network for 5G and no.1 network for seven years running. The TV campaign, combined with a nationwide out of home (OOH) campaign and targeted digital campaign, will introduce the UK to the concept of network envy, steering the nation to ‘get EE or get network envy’.
The advert opens with Doug sharing a park bench with Kevin Bacon, watching as Kevin reaches for his new phone from inside an unmistakable EE bag with ‘no.1 network for 5G’ emblazoned across it. Curious, Doug asks Kevin about his new phone and Kevin takes great pride in letting Doug know that he got it on EE, the network that has "Just won number one network for 5G and number one network seven years in a row”. Doug is immediately gripped by network envy, furious at finding out that his network is second best to EE and deflated that he didn’t choose the UK’s best network. Doug’s internal monologue takes the viewer on this emotional journey he thinks: “I’d give anything to be that man, on that network”. Kevin, noticing the envious expression on Doug’s face, warns viewers: “Don’t be a Doug, get EE or get network envy”.
Pete Jeavons, marketing communications director at BT and EE, comments: “We couldn’t be prouder of the recent awards for EE; taking home best network for the seventh year running and being crowned the new award of best 5G network. We have 5G in more places than any other UK operator so for customers looking to get the ultimate mobile experience wherever they are, EE is the obvious choice.”
EE continues to drive digitally integrated campaigns through its ad agency Saatchi & Saatchi London with a focus on social across Twitter, Facebook, Instagram and Snapchat, as well as other video display partners. This campaign will run across TV, out of home (OOH) and video on demand (VOD) – with edits and content developed specifically for a range of digital and social channels.
The campaign began with a nationwide OOH campaign on 10th August featuring a medal celebrating EE’s top spot as UK’s no.1 5G network and continues tonight (14th August 2020) with the 30-second TV ad at 21:50 during '8 Out of 10 Cats Does Countdown'. The campaign was developed by EE’s advertising agency, Saatchi & Saatchi London.
Both awards were the result of independent analysis conducted by RootMetrics, which carried out 537,780 tests across 16 cities in England, Northern Ireland, Scotland and Wales. The full report can be found here.
ADVERTISING AGENCY: Saatchi & Saatchi London
CCO: Guillermo Vega
EXECUTIVE CREATIVE DIRECTOR: Dan Treichel
CREATIVE DIRECTORs: Francesco Grandi and Roderigo Castellari