Mobile & Telecoms

Cementing EE’s position as network leaders with 5G Standalone

EE is the UK’s biggest and fastest mobile network, bringing reliable and enhanced connectivity to more than 25 million customers across the country. EE’s commitment to delivering best-in-class connectivity has seen it make significant investments in its network infrastructure, ensuring customers can access a reliable mobile signal in more places than anyone else and benefit from better speeds, increased capacity, and lower latency.

Our Sectors
CybersecurityDeep TechEnterprise TechFintech Marketing AgencyMobile & TelecomsNext-Gen Connectivity

Challenge

Following months of planning and network investment, EE organised to launch its brand new 5G standalone network in September 2024. Seen as the next evolution of its mobile network, the launch was an important milestone in EE’s ambition to deliver a seamless connectivity experience. The new network enabled the operator to unlock a wave of dynamic capabilities for both businesses and consumers, including network slicing.

With EE consciously waiting to launch its 5G standalone technology until the wider device ecosystem had evolved, it used its last-mover advantage to ensure millions of customers across the UK could harness the power of the UK’s most advanced mobile network from day one. In the end, EE’s 5G standalone network boasted far greater performance and coverage across the UK than its competitors’ earlier launches. Communicating EE’s unique proposition to target media was therefore vital, but very few of our target media understood the importance of the new technology and the benefits this was set to offer consumers and businesses. EE was also keen to ensure that the launch was not solely focused on the network technology but instead reinforced the brand’s core pillars of performance and reliability.

Solution

With several successful media events for EE under its belt, CCGroup, a Hoffman Agency worked collaboratively with the client’s other PR agency to orchestrate a launch event to target national, business, trade and vertical specific influencers. This included:

  • Carefully crafted messaging, including a blog and technical FAQs, to underpin the news, ensuring the new network technology and its benefits were effectively communicated
  • Working with multiple stakeholders and agencies to secure media and analyst attendance at the event
  • Pre-briefing with key analysts to understand the current industry landscape and trends around 5G standalone technology
  • Devising a tactical and strategic 1:1 briefing schedule for select influencers with EE executives
  • Supporting with the co-ordination of live technology demonstrations to showcase 5G standalone’s capabilities
Cementing EE’s position as network leaders with 5G Standalone

Impact

25

secured media and analyst event attendees

46

total pieces of national and trade media coverage around the event

174

pieces of syndicated coverage generated

6

1:1 briefings organised at the event, with FT, PA, The Telegraph, Light Reading, Telecoms.com, and TelecomTV

2

broadcast interviews secured following event to coincide with iPhone 16 launch, with BBC News and Sky News

8x

more coverage secured for EE compared to its competitors around their own 5G standalone launches

“Launching 5G standalone was a key milestone in our network evolution, one that required a media strategy and launch event that reinforced EE’s position as the UK’s best mobile network. CCGroup – alongside our other partners – played an important role in helping us bring to life the human side of our technology, execute a flawless media event and ensure our story captured the imagination of both national and industry media.”

Liam Andrews — External Communications Manager, BT Group

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