Launching EE and 4G

This case study describes the launch of EE, the British mobile phone network, along with its new 4G service.

Launching EE and 4G

Publicis Chemistry

The team

Publicis Chemistry Team EE

How did the campaign make a difference?

This campaign combined the launch of the EE brand with the launch of the new 4G internet. Everything from DM to retail experiences enabled the audience to interact with EE and 4G. After just three months awareness was second in the market and after 10 months EE had 1 million 4G customers, the fastest 4G take-up in Europe.

What details of the strategy make this a winning entry?

EE had multiple business challenges at launch: to launch a new brand; to...

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