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...