EE takes over newspapers and outdoor for 4G marketing assault

EE has today unleashed the above-the-line activity of its estimated £100m 4G launch campaign, with ads dominating newspapers and appearing on every digital outdoor site in the UK.

EE: runs press campaign
EE: runs press campaign

EE, which launched its next generation mobile broadband network yesterday, has taken placements in The Sun, the Daily Mirror, the Daily Star, the Evening Standard, The Guardian, The Daily Telegraph, The Times, the Daily Express, City AM, The Financial Times, the Daily Record, The Scotsman and The Herald.

The ads, which include double-page spreads, feature EE’s new branding and are product-led, promoting its services, such as its download speeds and new movie service. Some of the ads also promote the devices available on EE, including the iPhone 5 and the Samsung Galaxy S III Lite and pricing of plans.

EE also claimed the campaign would "dominate every single DOOH site in the UK ... with special bespoke city dominations in the 4G launch cities across banner sites, rail, roadside and digital formats".

The ads, which were created by Saatchi & Saatchi, feature the strapline: "The new network for your digital life." MEC bought the media for the campaign.

Last week Vodafone launched a major press assault to fend off competition from EE, with a campaign which is estimated to be around the £4m mark.

This is the first above the line iteration of EE’s new campaign. Until now, EE has been promoting its 4G superfast mobile broadband service through digital, social media and PR activity.

On the day the new EE brand was unveiled, it bought paid-for Twitter promotions, using the #4GEE hashtag. This hashtag appears in the press ads.

While the press and outdoor ads are product focussed, the TV campaign, will be more brand focussed and will feature Hollywood actor Kevin Bacon. The first TV ad breaks this Saturday (3 November).

EE press ad

 

EE press ad

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email