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EE

Strategic partnership with EE; successfully launching the brand, 4G and now 5G

 

A ‘client for life’ really does come to fruition when we talk about our partnership with EE.


As well as our press office fielding hundreds of media enquiries a month for the past ten years, we launched the brand itself and helped it become the UK’s first 4G network in 2012. Since then we’ve found creative ways to show how 4G technology is changing the UK for the better, from Drone racing at Wembley to white water rafting with EE’s action cam to 4G balloon air masts keeping communities connected. This time, seven years on, we were tasked to assist with the next step in technological advancement: the launch of 5G.


This launch was of critical importance to EE. It was vital that they maintained their position as the UK’s market-leading mobile network. This meant being the first network to launch, educating consumers and businesses about the importance of 5G by generating widespread media coverage in an initially sceptical press and proving EE’s ambition to deliver the most mobile experience possible.


As the lead agency for the press launch, we knew had to create a multifaceted campaign to generate enough coverage to reach all of our distinct audiences, all of which were of significant importance. To do this we built momentum with a consistent stream of activity to keep consumers and the media before during and after the launch.


   

Results

430k

Customers pre-registered

450

Pieces of coverage, of which 100 were in national press

2m

Interactions generated by PR

647k

Visits and first sale within a minute of pre–orders going live

CLIENT:

EE

AGENCY:

Nelson Bostock UNLIMITED

DIVISION:

Communications