BITE Insight

Publicis UK released an integrated campaign for EE featuring three of their Baker Street companies:  Poke, Arc and Chemistry London. Realising that EE’s audience were put off by broadcast advertising, the companies worked simultaneously on a campaign to improve the customer’s opinion of EE as a brand. They offered EE customers a free 6 month subscription to BT Sport, and produced an integrated campaign – digital, retail and one-to-one communications - to promote the offer and drive positive perceptions of EE.

Chemistry, Arc and Poke then had to translate the sporting creative concept into brand experiences, one of which was to create a YouTube web series, the 2016 Wembley Cup, using influencers like Spencer Owen to increase, and diversify, the campaign's reach. The eight episode web series culminated in a live football match played at Wembley stadium between two teams captained by the influencers and featuring some of football’s famous faces.

EE’s customers were the first to hear about the campaign through a three stage digital teaser process: Leak, Launch and Remind. This process included pre-launch messages to EE customers before the general public release; customer engagement using the ‘Breaking Sports News’ theme; and personalised messages sent to customers from the app.

Publicis, through their relationship with EE, created an integrated concept that championed the brand, generating loyalty from their customers, both old and new. The Wembley Cup, and the idea surrounding it, inspired a conversation about EE and demonstrated the influence and diversity that three companies working collaboratively, under the same roof, can produce.