EE smashes internal device launch benchmark with support from Citizen
EE – one of our long-standing clients – came to us with an out-of-the-world brief, code-named ‘Project Milky Way’. This brief was to provide creative support with their internal launch of the new Oppo Find X5 Pro mobile phone. There were many aspects to this project, from the concept, digital assets as well as delivering the engagement and incentives activity.
What was the purpose?
It is essential for our client that every internal device launch MUST be engaging whilst sharing factual information about the product. Each staff member should be aware of all the key dates, product features and benefits, and EE staff should feel confident in their ability to sell the device.
The engagement activity is one of the most important aspects of the brief as this is when senior management has the opportunity to connect with their frontline staff, to encourage them to get involved in the launch, as well as incentivising and rewarding their efforts.
Where did we start?
With tight deadlines, our team got to work straight away on the banners required for the announcement and device pre-order. Using various Oppo assets and observing EE brand guidelines, our creative team came up with a range of designs that were put to our client. EE swiftly selected their preferred concept which allowed our studio team to crack on and finalise all the banners.
The engagement activity
At first, we started with simple gamification ideas to encourage staff to learn more about the launch of the Oppo Find X5 Pro. After a discussion, we realised that there was scope to go bigger and bolder than the initial ideas.
This is when our creative team worked on a multitude of concepts for a video and question style activity.
We conducted further research into Oppo and the new Find X5 range of devices and found that Oppo had a relationship with National Geographic, which inspired us to think of the natural world and some of its most iconic images.
We took this idea and ran with it. Putting our spin on the BIG 5 – combining the Big 5 of Africa with the the BIG 5 selling points of the Oppo Find X5 (see what we did there). Using nature and animals to relay 5 key features of the device. Only taking a mere two weeks from concept to completion!
Watch the final creation below…
To support EE further we came up with a range of questions that were used to test the knowledge of the front line sales team, as well as providing EE with the incentives prizes that linked to the video and brought the whole campaign together. Top prizes included an Oppo Find X5 Pro, animal experiences, and nights in the wild.
Comparing this to the previous device launch engagement, EE saw more than a 20% increase in entries. The campaign had a reach of over 9,000 on EE’s internal communication platform.