EE: Launching a new brand and a new technology

Neal Fairfield and Richard Huntington

This case study describes the launch of EE, a new mobile network brand in the UK, and 4G, a technology new to the UK, with an integrated approach that delivered a full brand experience.

EE: Launching a new brand and a new technology

Neal Fairfield and Richard HuntingtonSaatchi & Saatchi

Executive summary

The scale of the task was considerable. We had to launch a brand new brand to every Briton along with a new technology nobody understood or knew a need for, in a category that nobody cared for, where most communications went unnoticed and convince people this new network is sufficiently compelling to drive consideration and enquiry from every corner of the country.

This case study shows how to successfully launch a brand new brand to Britain by understanding and appreciating how...

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