Bauer Media and EE’s ‘Love to Share’ campaign was a content-rich multimedia solution that helped EE promote its new shared 4GEE plan and build its reputation as an innovative company that offers great value for money

The challenge

To create a bespoke cross-media content package that would make its audience, 25-54-year-old adults, excited about EE’s new shared 4GEE plan. The brand wanted to build its reputation as an innovator.


Our Approach

EE’s plan allows up to four EE customers in a household to make savings by sharing a plan across multiple devices. Our insight showed that, in light of financial constraints, the ‘sharing economy’ was taking off in a big way. Our focus, therefore, was to create content that would involve EE’s audience in a discussion about sharing, using our range of multimedia brands to get people talking about EE’s ‘Love to Share’ message.


The Idea

Bauer Media developed a two-phase campaign based around the theme of sharing. The first phase involved a radio/online quiz while the second shared the results of the quiz through a range of specially created interactive content.


Execution

The campaign used the national radio brand, Magic, and 12 Bauer City Network radio stations, including Key, Metro and Clyde, which were perfect for reaching the main 4G target audience in major UK cities. During the first phase, the stations created an on-air quiz directly related to online content around the idea of sharing. It allowed listeners to play along with presenters to win prizes, including family experiences. The questions related to items listeners would be willing to share from the online survey: their sunglasses, their PIN number, even their toothbrush! Closer, Empire, heat, Magic, Grazia and FHM’s websites also ran content to support the EE shared plan launch and to drive traffic to the online sharing quiz. In addition, magazines ran EEpromoted features, bringing the idea of sharing to life through headlines such as ‘Share the love’ and ‘It’s good to share’. The print content was supported by QR codes linking to the quiz. People could sign in via Facebook to play along with EE or answer questions directly through this mobile link. The content was further supported by magazine display ads and directional media driving to the EE quiz. The second phase of the campaign involved the sharing of the quiz results with EE’s audience, creating another wave of awareness for the shared data plan. Once again, we created a range of online and magazine content to deliver the message. These included magazine infographics and quiz results on Facebook, plus the award of phones to the lucky winners. We brought the campaign to life with fun ‘sharing’ nuggets of information which were then communicated to the EE audience via the range of platforms. Who knew that 35 per cent of women would share theirPIN number or 59 per cent of men would share their car with a friend?!

Magic and 12 Bauer City Network radio stations, including Key, Metro and Clyde, were perfect for reaching the main 4G target audience

Results

63%

Of listeners and readers in the core 25-54 age range agreed that 'EE is always the first with new ideas' compare to just 37% among non-listeners and readers

46%

of listeners and readers in the same age range agreed that EE 'offers good value for money' against 28% of non-listeners and readers

56%

of radio listeners, in the core 25-54 age range, recalled the brand message from the campaign

76%

of magazine readers, in the core 25-54 age range, recalled the brand message from the campaign

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