EE is aiming to simplify the often confusing worlds of technology and gaming for UK households with the launch of an all-new brand campaign.
Created by London agency Saatchi & Saatchi, with social content from Boomerang and media planning by Group M, the integrated campaign features two 30-second films that showcase EE’s tools and services designed to help families navigate the complexities of modern tech.
The brand’s first film, Tech Turmoil – which went live on 5 November, follows households as they grapple with upgrading their technology.
The film portrays the challenges faced by the family’s “chief technology officer” in choosing the ideal tech from a confusing barrage of online reviews. Peace is restored as families discover the EE Tech Store, thanks to Kevin Bacon’s reassuring voice.
A second film, Panic Mode, depicts parents struggling to understand gaming jargon and products while searching for gifts. As their confusion reaches a peak, they find solace in the EE Game Store.
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“We understand how important technology is in our customers’ everyday lives, from work, to gaming and relaxing,” said Pete Jeavons, EE marketing and communications director.
“We also know that the world of technology is ever-changing and at times trying to choose the right tech can feel like a minefield. With EE, our customers have access to tools, services and expert advice so they can get the most out of their devices.”
The campaign will run across various platforms, including broadcast video on demand, social media, digital, cinema and podcasts. Social content creators JungleBadger, Gadgetsboy and Amy-Jo Simpson will demonstrate how EE’s tools and services can simplify tech and gaming shopping experiences.
Saatchi & Saatchi’s executive director, Will John, added: “For those that understand it, the world of tech and gaming can be complex. And for those that don’t, it can be impenetrable. All the jargon, options and opinions ramp up the pressure causing chaos and confusion. We wanted to capture that sense of tech turmoil and panic, positioning EE as the trusted guide to help people navigate it all.”
