Kevin Bacon Upgrades to EE Class

1st August 2017

EE has launched a multi-million pound, multi-channel brand campaign to highlight the extension of its free Apple Music offer to all EE pay monthly mobile handset and SIM-only customers.

EE is also, for the first time, providing customers with the ability to use their six months free Apple Music membership to stream and download music and videos without using their mobile data allowance.

The multi-channel integrated campaign sees Kevin Bacon return for TV and digital, this time as an aeroplane passenger where he’s joining customers and flying in luxury thanks to an upgrade to ‘EE Class’.

The ad creative is designed to highlight that EE customers get a better class of service with EE thanks to its hugely popular Apple Music offer – giving customers more of the content they love.

A Better Class

In the opening scene we see Kevin whisking EE customer ‘Lisa’ out of economy and into EE Class, a complimentary upgrade for being an EE customer. Kevin exclaims: “We’re currently flying at an altitude of six free months of Apple Music.” He hands Lisa a glass of champagne and twirls her into a luxuriously large airplane seat while the Tom Jones track Give a Little Love plays.

Another customer in EE Class asks if he too can get Apple Music and Kevin confirms it’s for everyone, and also lets him know that “the data is on us”.

The ad ends with Kevin strapping into his crew seat for what appears to be in preparation for turbulence. He announces to the crowd: “You’ve got the music and the data, but buckle up there’s a Storm…zy coming!” Kevin then clicks on his Apple Music app to play Stormzy’s popular track Big For Your Boots.

All of the passengers in EE Class immediately jump out of their seats and start dancing in celebration while Kevin’s voice over confirms: “EE customers get six free months of Apple Music”.

“Our customers can enjoy a seamless Apple Music streaming experience wherever they are.”

Max Taylor, MD of Marketing at EE, said: “Due to the overwhelming response from customers for the original offer, we have decided to extend it to all pay monthly mobile customers – and this time with inclusive data. We wanted a campaign that really brought to life how our customers get a different class of service with EE. Our award-winning 4G network is optimised to deliver the best music streaming experience. With 4G coverage that extends to 80% of the UK’s landmass and the fastest mobile speeds of any UK operator, our customers can enjoy a seamless Apple Music streaming experience wherever they are.”

You can view the advert here.

The campaign was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, Maxus, has led the multi-million pound investment in placement.

For more information about EE and Apple Music, visit the branch in Garden Square Shopping Centre.