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U.K. mobile network EE has just launched a new brand campaign that aims to ease consumers' overwhelming feelings towards technology.
Made by global full-service advertising agency Saatchi & Saatchi, the latest initiative is marked by two spots showing that tech doesn't have to be confusing, and with the help of EE, it can actually be quite easy to navigate.
In a news release, EE Marketing Communications Director Pete Jeavons says the company understands how important technology is to the daily lives of its customers — from work to gaming and relaxation.
"We also know that the world of technology is ever-changing and at times trying to choose the right tech can feel like a minefield. With EE, our customers have access to tools, services and expert advice so they can get the most out of their devices," he added.
Introducing the Wi-Fi 7 Smart Hub Pro and Smart WiFi Pro.
— EE (@EE) September 5, 2024
Enabling EE Full Fibre customers to be among the first in the world to experience Wi-Fi 7, designed to meet the growing demands of a connected home. pic.twitter.com/HhtoPrY2on
Saatchi & Saatchi ECD Will John reinforced these sentiments, saying all the jargon, options, and opinions "ramp up the pressure causing chaos and confusion."
Because of this, EE wanted to "capture that sense of tech turmoil and panic," and position the brand as a "trusted guide to help people navigate it all."
EE shows how much it understands its customers and their woes, providing the solution they need.
By addressing their pain points in this campaign, not only is the brand able to build emotional engagement with its audience, but it's also able to position itself as a customer-centric service willing to go the extra mile for its customers.
Get the Most Out of Tech with EE
The first spot "Tech Turmoil" introduces us to a family deciding the TV size they want in their living room.
With so many sizes to choose from, alongside 4K, LED, and UHD options, they start to feel overwhelmed.
An artistic montage is seen of people in a state of distress: reading PC reviews, surrounded by gadgets, and doing their best to understand tech jargon.
"Choosing tech is a minefield. The EE tech store has tools, services, and exclusive offers for EE customers to help you get the right tech," the narrator shares as the advert ends.
The second spot titled "Panic Mode" is quite literally what its title suggests.
It starts with a woman finding the perfect gaming controller to gift her loved ones, unable to choose from the many options.
The rest of the commercial plays off like a manic episode, with consumers going crazy over gaming tech, trying their best to understand it.
While gaming can be complicated and oftentimes overwhelming for non-gamers, EE touts its Game Store, providing customers with kits, tools, and services to help anyone "get the most out of gaming."
With the holiday season upon us, tech companies are stepping up their marketing and advertising initiatives.
Recently, Apple also released a cinematic spot touting the M4 chip powering its new MacBook Pro series.
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