EE’s latest brand campaign documents a real-life demonstration of the power of its Full Fibre Max broadband as it is used to land a plane from a UK home.
Directed by BAFTA award winning producer Tom Hooper, the ad follows real life family of five the Saleys, who watch on in excitement as their Harrow home is transformed into a remote air traffic control system connected by their EE Full Fibre Max broadband router.
The remote unit was set up in The Saley’s dining room, midst the family’s busy household, to share relevant data in real time directly to the pilot, aiding the smooth landing at Cambridge airport.
While all three Saley children played on their PlayStation, and their parents continued streaming content to their laptops, tablets, smartphones and other connected devices all running on their EE Full Fibre Max broadband, EE was able to broadcast several huge streams of data from the family home, providing accurate airspeed and rate of descent, all glitch-free, and assisting the pilots to fly and land the plane on the runway as the Saley’s watched on in amazement.
The TV campaign, featuring Kevin Bacon, will be combined with a nationwide out of home (OOH) campaign and targeted digital campaign which will hit screens during Coronation Street at 7.45pm.
Pete Jeavons, Marketing Communications Director at BT and EE comments:
“Our new campaign is all about EE broadband that can handle anything you throw at it, and this real-life demonstration helps to communicate that in a really exciting way. In today’s connected family home, we know how many devices can be online at one time and this is increasing all the time, so this demonstration was about showing that despite how many devices are already relying on EE Full Fibre, the broadband can still cope with so much more.
Our Full Fibre Max broadband connects 100 devices all at once, so you can download music, stream sport, enjoy glitch-free gaming and even land an aircraft all at the same time, because it can really handle anything you throw at it.”
EE continues to drive digitally integrated campaigns through its ad agency Saatchi & Saatchi London with a focus on social across Twitter, Facebook, Instagram and Snapchat, as well as other video display partners.
The campaign will run across TV, out of home (OOH) and video on demand (VOD), with edits and content developed specifically for a range of digital and social channels.
EE Full Fibre Max is available in 24-month contracts from speeds of 100 (£35), 500 (£44.50) and 900 (£55) and if you are an EE mobile customer with a monthly plan, 10% discount applies as well as a boost to your monthly mobile data allowance by up to 20GB every month.
With EE Full Fibre Max you can even choose to add Smart WiFi which uses WiFi-boosting discs to extend your broadband to more spots in your home. EE networks are also powered by 100% renewable energy, which is just one of the steps taken today for a better tomorrow.
