EE today launches its new national campaign, “The Search Is Over”, to announce the arrival of new EE TV across the country, with customised social, digital, OOH and TV execution highlighting how EE TV serves three specific audience segments: busy families, modern independents and post-parenting couples.
Built on the insight that the TV world can often feel overwhelming because it’s fragmented across different platforms, subscriptions and logins, “The Search Is Over” highlights how EE TV is a one-stop-shop for entertainment – viewers can find their desired content across live TV and streaming services with just one search. It also shows how EE TV is flexible and adaptable to suit families, with the ability to turn subscriptions on and off to suit their needs.
The audience-led campaign was produced by Publicis Groupe UK agencies Saatchi & Saatchi, Digitas UK, Prodigious and Boomerang in partnership with EssenceMedia.comX and Posterscope.
The two films produced by Saatchi & Saatchi and showing nationwide from today are:
“Playdate” reflects the chaos of modern family life, where kids take over the house by attending or hosting playdates. The film opens with a series of scenes of kids storming into a house, pushing open the front door and getting ready to playfully romp through their friends’ houses. Set to Sham 69’s “If The Kids Are United,” the film switches between houses, depicting different scenes familiar to families across the country. From kids having pillow fights to teenagers filming TikTok dances, all the while parents are trying to make their way through the house. As the chaos starts to rise, a mother spots a little girl hiding from the noise and asks, “Are you taking it too far?” Suddenly, another child grabs the EE TV remote and calm soon returns to the entire household. Parents and kids sit down to relax, flip through different content before making a selection and watch together in harmony. The film showcases how EE TV allows viewers to quickly find the content they want across live TV and on-demand in one place, with just one search.
Playdate will launch its national television campaign on Tuesday, July 16th, with key broadcast slots including:
Love Island (ITV 2) – Friday 19 JulyNon-Stop (5TV) – Friday 19 JulyKingsman: The Golden Circle (C4TV) – Saturday 20 July
It will also be available in cinemas, broadcast video on demand (BVOD) and online video (OLV).
The second film, “They’re Back”, focuses on the situation of parents who are no longer raising their children, but who are suddenly forced to share a TV set as teenagers, students or young people with savings return to their homes. The story begins with a series of parents relaxing in the evening over tea, watching TV and eating dinner. Suddenly, the doorbell rings and the message “They’re Back” appears on the screen. The front door slams open, moving boxes run through the hallway and kids stir inside the house. The film then shows living rooms across the country, with sofas packed together and noisy kids asking their parents “Are you watching Netflix?” “Are you watching NOW?” Grandpa smiles as he watches the family tap away on their tablet to choose a streaming service and sit down to watch a show together. The film shows how EE TV is flexible enough to adapt to your home and allows you to turn subscriptions on and off, giving you the freedom to have a streaming service that satisfies the whole family. The spot ends with Kevin Bacon’s familiar voice announcing, “Here comes the new EE TV. Your subscription can change as fast as your home changes.”
“They’re Back” is available on broadcast video on demand (BVOD) and online video (OLV) starting today (Tuesday, July 16).
The campaign has been designed and bought by EssencemediacomX and OOH agency Posterscope and will be rolled out across different channels with custom execution tailored to maximise engagement for each audience group and platform.
“The Search Is Over” will also be enabled across a range of additional touchpoints, including:
Digital out of home (DOOH) advertising that rotates based on a range of contextual triggers. From the heatwaves to the bank holiday weekend, content is updated to highlight TV shows available on EE TV and relevant to the moment. Find The Remote social livestream challenge on TikTok and Instagram highlighting EE’s universal remote. Featuring presenter and TV personality Jamie Laing, the challenge asks people to find EE TV remotes hidden in secret locations across the UK. The winner will spot Jamie at the event and quote “The Search Is Over” to win £1,000 cash and an EE TV bundle (24 months TV including the Full Works Plan and EE broadband). Find The Remote is led by Saatchi & Saatchi and Boomerang. It will deliver a public-facing retail experience across three flagship EE Experience stores: EE Studio at Westfield London, White City, Manchester Trafford Centre and Bluewater in Kent. To show that EE TV has entertainment for everyone, the stores will be designed with three unique living room settings: gothic core, anime geek, and cat lover. EE stores across the country will then take part in a Find The Remote competition, with talent Jamie Laing encouraging people to visit stores for a chance to win prizes. To demonstrate the power of EE TV, Digitas UK has created a 90-second explainer video that drives traffic to the EE website and walks customers through all of EE TV’s enhanced features, including universal search, an intuitive user interface, flexible subscriptions, and a wider range of content. In addition, Digitas UK has developed a comprehensive customer communications suite to promote EE TV to the existing EE customer base.
Pete Javons, EE’s marketing and communications director, said: “We know that watching TV can bring moments of relaxation and togetherness to homes across the country, but we also understand that with too many platforms, subscriptions and log-ins, sitting down to watch a show or movie can sometimes be a struggle. The Search Is Over shows how EE TV is taking the strain out of TV. Created for busy families, bringing together great entertainment, sport and movies all in one place, it enhances the TV experience for audiences across the UK and is another great example of how the new EE is doing more for our customers.”
Ben Moguet, CCO at Publicis Groupe, said: “Television is a character in the home – a crowd pleaser, a comforting distraction and sometimes just a welcome relief. EE knows the rhythm of family life and EE TV fits right into yours. As your home life changes, so does your TV, allowing you to quickly search across all platforms when you need to – for example, during the school holidays when play plans are about to be derailed. With EE TV, the search is over.”
EE TV is designed to give busy families a truly flexible TV experience. EE TV is the first of its kind, with flexible content packages and hardware choice with the EE TV app on Apple TV 4K, EE’s own set-top box range and multi-room options. With EE TV you can enjoy Netflix, NOW Sky channels, Apple TV+, TNT Sports, discovery+, all live TV, free-to-air channels and streaming.