Telecom giant EE has today (27 February) launched ‘Stay Connected At Night’, a new out-of-home (OOH)-led campaign designed to harness its mobile data proposition to offer safe routes home.
The unique activation, which took home the top prize at the 2022 Ocean Outdoor Awards, uses Ocean OOH technology across the heart of Manchester to provide live data such as taxi waiting times to train, tram and bus schedules for returning revellers and commuters.
Tapping into bespoke geo-located travel information, the campaign will be live across 42 billboards throughout popular nightlife and students hotspots from 8pm – 3am every night until 13 March.
The campaign is also designed to raise awareness around EE’s ‘Stay Connected Data’, which allows users to access vital apps such as WhatsApp, City Mapper and Google Maps even if their data has run out – so that they can still get home safe.
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“This campaign is a brilliant example of how our Stay Connected Data can play an important role in our customer’s lives. We’re excited to be using cutting edge advertising technology in a new and creative way to make the streets safer,” EE marketing communications director, Pete Jeavons said.
EE’s desicion to bring the work to the North-West was shaped by Manchester City Council’s decision to launch the Women’s Night-time Safety Charter late last year, which aims to help make the city safer for those in the night-time economy.
Ocean Outdoor head of marketing and events, Helen Haines added: “This campaign solves a real problem and demonstrates the power, reach and role of digital out of home as a responsible community channel in Manchester and the wider public realm. Which makes it worthy winner of our annual digital creative competition.”
