EE 'Data Gifting'

EE has marked the launch of its new brand platform and data gifting plans with a new brand campaign starring Kevin Bacon and comedian David Mitchell. Only on EE’s award-winning network can customers now gift data to their family members when they need it most.

The ad campaign sees Kevin joining David and his three teenage children for a family day out, driving through a wildlife safari park. Whilst Kevin and David share a joke about the monkeys climbing all over the car, the kids are moping in the backseat because they’ve run out of data and can’t change their fantasy football teams.

As the monkeys begin getting out of control and the restless teenagers continue to complain, Kevin swoops in to save the day, restoring peace in the car by letting David know just how easy it is to gift his data to his family on EE. David leaps into action and quickly transfers 1GB of data to his daughter who is delighted at being able to switch her fantasy football captain. Whilst David attempts to restore order inside the car, the mischievous monkeys are spotted making-off with David’s hub cap, number plate, and various other car parts.

Max Taylor, MD of Marketing at EE, said: “This new campaign shows just how easy it now is for EE customers to gift their data between accounts. EE is the first network in the UK to give families the flexibility to use their data as digital pocket money for parents to reward their children whenever and wherever they like.”

EE continues to drive digitally integrated campaigns with a focus on social across Twitter, Pinterest and YouTube, as well as other video display partners. This campaign will run across TV, out of home (OOH), cinema, and video on demand (VOD) – with edits and content developed specifically for a range of digital and social channels.  

Launching in mid-June, EE will be continuing its promotion of data gifting for families by teaming up with Vue cinemas to become the exclusive partner of Vue’s Family Ticket. This will be communicated online across the Vue website, as well as in Vue cinema foyers, on popcorn boxes, and by geo-targeting cinema visitors via mobile.

The campaign kicks off with a 40 second TV ad that will launch on Friday 1 June during Britain’s Got Talent and Gogglebox. The campaign was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, Essence, has led the multi-million-pound investment in placement.


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