4G operator EE is preparing to implement the next phase of its launch campaign with YouTube executions focused on how well video-on-demand (VOD) services can work on super-fast mobile networks.
Spencer McHugh, head of marketing for EE, revealed the pending update to new media age a week into the brand debuting in the UK, along with 4G mobile services (nma.co.uk 30 Nov 2012).
The activity will include videos on the operator’s own-branded channel on the video-sharing site – as opposed to pre-roll ads on the network – according to McHugh.
“We have some interesting activity coming up in about a week,” he said.
“We’ve got some interesting thoughts on how well you can show that YouTube can work on 4G,” said McHugh, adding that the launch of the EE brand and the significant improvement of 4G networks over 3G are the key areas of focus for the campaign.
The operator, which also owns the Orange and T-Mobile brands, is in the midst of unveiling the EE brand which it claims “will give new energy to a very dated telecoms market” in a campaign, fronted by Hollywood star Kevin Bacon, reportedly worth £100m, (see below video).
EE Kevin Bacon ad
This has also been accompanied by star-studded launch event at Battersea Power Station attended by Nicole Scherzinger, (see gallery above and video at foot of page).
McHugh declined to confirm the budget for the EE launch campaign but did describe earlier public reports as “interesting” although he and other sources close to the campaign underlined the importance of digital to the brand launch.
Since the EE brand was initially unveiled in September its digital activity has mainly focused on using social channels to explain its initial launch proposition and attempt to encourage existing Orange and T-Mobile subscribers to upgrade to 4G packages (nma.co.uk 12 Sep 2012).
Richard Houston, strategy director at Wolff Olins, the branding agency behind the launch of EE, described how the pair were using social channels to participate in conversations about the brand and the new network.
“We can be playful and have conversations via social but also use it to take customer queries [see images below, left and right],” he added.
“An important part of this is to build an understanding of the brand with the 4G [mobile] and fixed broadband network.”
Since the unveiling of its pricing plans – which range from 0£36 for a 500MB a month data allowance to £56 for an 8GB monthly allowance – there have been reports of consumer unease at the potential for bill shock over fears that the pace of the network will cause consumers to quickly exceed their data plans, (see image below).
However, EE has been using social media channels to help quell such anxieties with a spokeswoman from the operator adding that consumers are given prior notice if they are approaching their limit and advised to change tariff if that’s best for them.
Since launch the operator has continued to monitor consumer reaction via social. “Of course there’s debate… but hopefully people are startiung to see the benefits,” added McHugh.