EE Does More Launch

EE wanted change - repositioning from Telco to Tech with a promise that EE Does More across Home, Work, Game and Learn. The problem? The promise was big, but the proof points weren’t yet tangible enough to cut through.

We built brand experiences, content and tools that delivered relevance, personalisation and real utility - establishing EE as a credible authority in new tech territories, not just another network shouting about cost.

Scope / Role

Digitas operated as part of a Publicis Groupe Power of One team, with sister agencies Saatchi & Saatchi, Boomerang, and Poke, as the agency partner for the launch of "new" EE (showcasing how EE will help to elevate the everyday in Home, Learn, Work and Game), the UK's biggest brand launch in a decade.

Digitas served as the digital experience hub with a focus on creating digital content, interactive user experiences, and creative tech-led campaigns. For the launch of "new" EE this included the creation of free, interactive digital tools to help families navigate the modern digital world. The LearnSmart, PhoneSmart, and GameSmart tools are available to anyone, regardless of their mobile network provider, with the first versions conceived, built and launched over a 14-week period.

• Digitas Lead for EE Tools (Product, Technology, Experience)
• Orchestration of rapid delivery against immovable 3-month launch deadline

Outcomes

• Substantiating the 2023 launch of "new" EE, with LearnSmart, PhoneSmart, and GameSmart against the brand promise of "do more" and "elevate the everyday".
• 2 in 3 people felt more confident after using EE's Tools
• LearnSmart: 150+ pieces of content, 2.2 m video views
• PhoneSmart: month 1 – 35k minutes of learning; 91% completion rate

The brief was a brand repositioning; the proof was tools people actually needed; shipped against an immovable three-month deadline.