Question: How do you persuade risk-averse businesses to switch to a new technology (4G) supplied by a brand they’d never heard of (EE).
Answer: A content marketing programme consisting of 14 short films showing how 4GEE technology was helping real businesses. Brand awareness as a business provider increased by 39%. EE was voted ‘Business Network of the Year’ in its first and second year of operation.
39% - Increased brand awareness of EE as a business provider
1.5M - Number of views on YouTube
This sceptical audience wanted to make up their own minds about 4G. So we avoided any artifice and crafted stories out of the experiences of real customers as they went through an average day. From plumbers in Warrington to a graphic designer in London and from a Deli in Carshalton to an aerial survey and mapping company everything in our films is seen through the eyes of an EE customer, who talks directly to camera about how 4G has made a positive difference to their work.
Whatever their own line of work, viewers could see how 4G was helping a business of the same size or in the same sector as their own. Each film ended with the line: “If 4GEE can do this for (name), imagine what it can do for your business.”
The 14 films achieved over 1.5million views on YouTube, significantly exceeding expectations. Brand awareness as a business provider increased by 39%. Brand tracker results showed the pre-disposition of the network as a business provider increased by 32%. EE was voted ‘Business Network of the Year’ in its first and second year of operation.