Brand: EE
Campaign: Online Brand Launch
Year: 2012
Agencies: Wolff Olins, SapientNitro
Channels: Digital and Social
The Goal:
To take the fantastic brand work created by Wolff Olins, and work with SapientNitro on what the brand would look like in a digital world.
My Role:
I was the digital lead in shaping the EE brand and it’s launch in digital and social channels. Working on the brand created by Wolff Olins, I worked with agency SapientNitro on extending the brand’s presence in digital channels.
I was also involved in the creation of webpages for eCommerce, working closely on developing these pages with considered simple user journeys. And creating a style and tone of voice for our social channels.
It was also key to consider the presence of the T-Mobile and Orange brands, and how customers would transition to this new brand.
The Result
The EE Brand achieved 43% spontaneous awareness in the two months of launch. The original ambition was also to add 1 million customers by the end of 2013. It managed to gain 2 million new customers.
Working on this project was a true honor. Since my time at EE, the brand continues to grow and T-Mobile and Orange brands have been effectively phased out. The EE Brand continues to be a strong distinctive brand in the UK.