EE was looking to reach an audience for the Euros that they couldn’t reach on TV.

The Brief

EE was looking to reach an audience across the summer, with a focus on reaching light-viewing male audiences. The aim being to reach groups in a social environment creating talkability.

The Euros was identified as the perfect vehicle for achieving this, and EE planned this campaign across both linear TV and TVOOH platforms with the aim of achieving this.

EE delivered bespoke creative surrounding the respective home nations, identifying with the supporters and creating greater cut-through to their target audiences.

Campaign Period 

14th June – 14th July 2024

Campaign

Delivering the brief

C-Screens offers a fantastic TVOOH opportunity to reach light-viewing audiences and the campaign was extended beyond the football to encompass the wider summer sports such as tennis and cricket playing to home-nation bias.

Above and beyond

Whilst initially a Euros campaign, this was quickly extended to include the additional sports that Summer Live incorporates.  A great way to reach an ABC1 Men audience during high-profile events, maximising EE’s impact.

C-Screens included research within this package to demonstrate the effectiveness of the TVOOH environment to further help EE learn more about how TVOOH can help their brand messaging cut through.

Results

The campaign was responded to positively and worked well to increase ad recall, favourability, preference and purchase intent. The campaign also strengthened key brand perceptions, encouraged campaign engagement and conveyed key messaging and branding.