Background/business challenge
This is the story of how a telecom brand wanted to become the number one choice for young consumers but ended up creating a cultural phenomenon for a whole generation of Brits.
Young consumers were critical for EE's business. They are its primary target audience for acquisition propositions due to their proclivity for high data usage.
EE was struggling to influence them. Having only existed for three years, the brand promise focused on 4G speed since its launch but competitors were catching up.
The rest of the "Big four networks" – O2, Vodafone and Three – were aggressively...