Launching the new EE - “The most sophisticated campaign ever”

Client: EE

In 2023, EE became the lead consumer brand of BT Group, transforming from being simply a mobile services provider to a retail platform that services the digital needs of all aspects of our lives, from the home, to learning, working, and entertainment/gaming.

How could we overturn decades of BT consumer brand building over night? Well, we created “the most sophisticated campaign we’ve seen” (in the words of Google). We launched the biggest, most complex, audience-first campaign the UK has ever seen to deliver relevant, connected consumer experiences to everyone in the UK. The New EE launch was a huge success - we saw the biggest sales growth in broadband metrics that we’ve ever seen any UK vendor achieve and drove record site traffic, halving CPAs.