EE: The Wembley Cup 2016

EE, a mobile operator in the UK, created an 8-part YouTube series with some of the platforms biggest gamers and football's biggest sporting legends to reach millennials and become their preferred network.

Executive Summary

EE is the UK's youngest mobile operator but by 2016 had already managed to become no.2 in preference among younger, data-hungry UK customers. However, it was still trailing behind O2, the long time category incumbent.

EE's ambition was to become the preferred operator for young, 4G-hungry Brits.

We set out to find how to better connect with a generation that got its thrills from surfing the web on their mobile, and quickly landed on a simple reality: they loved football and YouTube. Armed with that insight, we developed an 8 episode YouTube series, bringing together the platform's most...

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