EE: Launching a new brand and a new technology

Neal Fairfield and Richard Huntington
Saatchi & 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 technology, especially smartphones, has impacted how Britons behave forever.

By leveraging the cultural context and appealing to a hardwired human truth we created an expansive campaign experience that caters for a new perpetually connected audience and at the same time always benefit the brand.