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Havas UK

Core disciplines: Advertising/Creative, Brand Activation, Brand strategy, Branding / design, Creative technology, CRM/Customer engagement, Digital, Integrated marketing

 

Leveraging EE’s sponsorship of Glastonbury 2017

Glastonbury Festival is a global cultural moment that not only lives in the fields, but also on social media and smartphones. Our aim was to help ensure that what happens at the festival no longer stays at the festival. This however creates two basic problems for festival goers:

1. A massive increase in data usage

2. A corresponding hit on a phone’s battery life.

 

How can we showcase the world’s largest and fastest temporary 4G network that EE install each year, if no one has the battery power to use it? This made EE’s objectives simple, leveraging the partnership we needed to demonstrate the businesses basic brand metrics ‘Best for Network’ and ‘Best or innovation’.

Having integrated EE's technology across the site in 2014 to create the world's first 4G festival and creating a traditional charging solution at Glastonbury, we realised the never-ending queues meant festival go-ers were sacrificing lengthy time away from the entertainment. With this in mind, EE worked to develop a bespoke portable charging concept to simultaneously charge 10,000 power bars in a field to be used again and again, meaning festival-goers could charge on the go and swap it for a fully-charged one for free.

We also offered wireless charging, as well as partnering with Google, to incentivise 1,000 festival-goers to have a go on our power bikes, where they could simultaneously pedal and charge their phones. Participants had the opportunity to switch to a Google Pixel phone for free there and then. Over 32 lucky winners walked away with a brand-new phone!

Beyond the recharge solution, we also hosted VIPs in the EE Garden. This included surprise live performances, haircuts, glitter girls, prosecco vans as well as food from one of Shoreditch hotspots, Smokey Tails. In addition, EE were the first to film Glastonbury in 360-degrees, showcasing the content on site, exclusively through Samsung VR headsets in the EE Recharge tent. Festival content was filmed each day, edited overnight and uploaded to VR headsets the next day. The first ever 360 video of Glastonbury festival highlights using the daily content was promoted via EE social channels over the days following the festival.

Results: 

Across the weekend, we sold 15k power bars generating £160k in revenue (+146% YoY) and swapped them over 30k times at our exchange tents.

We also enabled 17,600 festival-goers to charge their phones the traditional way and gave 2,000 people a VR experience. The EE app was also downloaded 138k times, the YouTube videos generated 6.6m views with Instagram and Facebook content reaching 25m impressions.

Glastonbury_2017_EE_Cake from Cake on Vimeo.
 

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