Publicis and EE showcase power of 5G+ connectivity

The lead 60-second film is set in a busy UK train station during rush hour and follows several groups of people navigating high-pressure situations where connectivity can make a difference

Publicis Groupe UK has developed a new integrated campaign for EE designed to highlight the benefits of the network’s 5G+ service and demonstrate how improved connectivity can help customers stay ahead in everyday situations.

The campaign, titled Get the Edge, launches with a television advertisement created by Saatchi & Saatchi and forms part of a wider cross-channel initiative spanning broadcast, digital, outdoor, audio, cinema and retail environments.

Campaign focuses on everyday moments

The lead 60-second film is set in a busy UK train station during rush hour and follows several groups of people navigating high-pressure situations where connectivity can make a difference.

The scenarios include commuters racing to secure the last available e-bike, music fans attempting to buy sought-after concert tickets and a teacher managing a school trip. Each situation is designed to illustrate how EE's 5G+ service can provide an advantage in crowded environments.

According to EE, 5G+ offers faster speeds, stronger connectivity and improved battery performance compared with standard 5G services.

Kelly Engstrom, Brand and Marketing Communications Director at EE: “As the UK’s best network, we understand that having a fast, secure and reliable connection has never been more important. Our new campaign highlights how, with 5G+ on EE, our customers can get the edge when it matters most – whether that’s nabbing tickets to their favourite band while in a busy train station or sliding in to bag the last e-bike on the commute home. With 5G+ on the UK’s best network, we are doing more to ensure our customers get the best connection possible so they never have to miss out again.”

Outdoor campaign adds local relevance

Alongside the film, the campaign includes a reactive out-of-home and digital out-of-home rollout across cities throughout the UK.

The creative features visual representations of customers staying ahead of the crowd through 5G+ connectivity, while region-specific executions use local references and text message narratives to highlight situations where reliable network performance can be critical.

The work was developed by Publicis Groupe UK agencies including Saatchi & Saatchi and Digitas, with additional digital content scheduled to run throughout the summer.

Integrated approach spans multiple channels

Media planning and buying was handled by OpenConnect, EE’s dedicated team within WPP Media.

Ben Mooge, Chief Creative Officer, Publicis Groupe UK: “When somehow life gets even more demanding, the smallest advantages, those marginal gains, can make all the difference. Reliant as we are on our devices, your mobile network can be the difference between winning and missing out. 5G+ on EE is that difference, network technology that gives your phone a more reliable connection and improved battery life. Needing the edge in those high pressure situations, like a busy morning commute; we’ve all been there.”

Rebecca Marshall, OpenConnect Lead, WPP Media: “The ‘Get the Edge’ campaign is built around moments we all recognise, with EE bringing the benefits of 5G+ to life in those times and places where it’s most needed. By showing up in these spaces, the campaign makes that advantage feel immediately relevant.”

Highlighting 5G+ capabilities

EE said its 5G+ service has been designed to deliver stronger mobile internet connections, faster download and upload speeds and improved video calling performance, particularly in busy locations and during peak usage periods.

The campaign also highlights EE’s unlimited data plans and Safer SIM products for younger users as part of the company’s broader connectivity offering.

www.ee.co.uk

www.publicisgroupeuk.com

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