We want to be a personal guide – helping our customers navigate the complex world of technology, devices, platforms, subscriptions and services.

We’re also walking hand in hand with some of the most exciting tech companies in the world to bring our customers the best experiences possible and connect them to new products and services. Today, we’ve unveiled the latest example of that: our partnership with NVIDIA on its cloud gaming service, GeForce NOW.

With the cloud gaming bundles that our teams have worked so hard to put together, we’re able to not only provide customers with membership for one of the best streaming platforms – but also offer them the hardware and data too, helping to make high-level gaming even more accessible and affordable to customers across the UK.

It’s another part of EE’s ongoing ambition to become the number 1 destination for gamers in the UK. But that’s just one piece of the puzzle, and what we’re doing with New EE that we’re bringing to life this summer.

Reinventing retail with our new stores

The networks, platforms and partnerships – such as the one we have with NVIDIA – mean we are pioneers in so many technologies. As a business, we invest billions in technology every year. But we also know that millions of customers still value that personal touch. That’s what our brand is all about. We want EE to be a personal brand that makes sense of the world of technology for our customers.

So, we’re big believers in retail.

Our new EE Studio store in London’s White City is another glimpse into the world of New EE we're building. The space that we've created really says something about our new brand, what it stands for and how we will play a much bigger role in our customers' lives.

Our Studio store brings to life what we’re doing with New EE. It’s designed to help customers build their connected life and home with trusted advice from our guides, and also features one of the UK’s largest dedicated community gaming hubs and a Digital Spa to support digital wellbeing. We’re even selling smart fridges there!

It’s also a hub for the local community to work, learn and play. And I can’t wait to see what our teams have built for the communities in our Experience stores we'll soon be launching in Cardiff, Manchester and Bluewater.

A new standard for home broadband

On the same day we told the world about our new store last month, we also revealed our plans to launch a Full Fibre 1.6Gbps service and a new range of in-home hardware – featuring back-up from EE’s award-winning mobile network. This will be supported by best-in-class Wi-Fi controls designed to help improve experiences in and around the home.

Our new supercharged home broadband services will set the standard for broadband for years to come. The new speeds, hardware and controls have been developed using the experience and expertise of the world-leading BT R&D teams at Adastral Park, and are designed to help customers manage their increasingly busy households.

This will see us bring customers not just the UK’s best mobile network, but the best in-home connectivity too, and marks the next step by EE as lead consumer brand for the BT Group.

A new cloud gaming partnership, new stores and the best Full Fibre home broadband. This is just the start of the new products, services and experiences we will bring our customers. And it really shows how momentum is building for the New EE that we’re creating as we become a new brand and service that does more.

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6^th May 2022: Today BT announces the next evolution of its hybrid broadband brand campaign, Broadband Nightmares, demonstrating the power of its Halo 3+ Hybrid Broadband and reminding viewers that BT’s broadband, backed by EE’s award-winning mobile network, gives you peace of mind in the event of our broadband service dropping out.

The ad spot dramatises internet outages in the shape of a short horror film, bringing to life a family’s internet nightmares through the perspective of the family’s dad.

The advert opens on the router blinking with an orange light, before showing a family going about their daily connected lives at home – son and dad downloading a film, mum on a Zoom call and daughter on an iPad. All of a sudden, the room plunges into darkness, revealing a new nightmare-like version of the family’s reality. The Wi-Fi is down.

The iPad displays the dreaded ‘wheel of death’, and the TV screen shows a warped downloading page. The dad has been struck by a broadband nightmare and shouts out in despair.

 The moment is punctured by a BT router and EE router appearing next to each other; “Together BT and EE bring you Unbreakable WiFi. Only BT’s hybrid broadband is backed up by EE the UK’s best mobile network”, restoring the family’s status quo.

Pete Jeavons, Marketing Communications Director at BT and EE comments: “We are spending more time at home, especially due to the increase in hybrid working. That’s why it is so important to have a network you can rely on. Our new and refreshed campaign highlights our unbreakable Halo 3+ hybrid broadband and reminds our customers and viewers that BT and EE provide the enviable connection needed to get on with the day.”

This follows the successful Broadband Rage campaign, created by Saatchi & Saatchi last year, which dramatised the unbreakable connection of BT’s hybrid broadband, the UK’s first unbreakable home Wi-Fi.

The 30-second TV advert, developed by BT’s advertising agency, Saatchi & Saatchi, goes live with a nationwide TV campaign tonight, 6^th May, during Channel 4’s Gogglebox. The campaign will also run across out of home (OOH) and video on demand (VOD), with edits and content developed specifically for a range of digital and social channels.

For more information on BT’s hybrid broadband, backed up by EE; checking your speed, and picking a plan, customers can visit https://www.bt.com/exp/halo

ENDS

For more information, please contact: ee@mcsaatchi.com

CREDITS

CAMPAIGN TITLE: BT Broadband Nightmares

CLIENT: BT

ADVERTISING AGENCY:  Saatchi & Saatchi

CCO: Guillermo Vega

EXECUTIVE CREATIVE DIRECTOR: William John

COPYWRITER: Henrik Ridderheim

ART DIRECTOR: Rodrigo Castellari

PLANNER: Ophelia Stimpson

BUSINESS LEAD: Charlotte Elwig

SENIOR ACCOUNT DIRECTOR: Rebecca Colman         

AGENCY TV PRODUCER:  Alex Pemberton

AGENCY CREATIVE PRODUCER: Abigael Wilson

MEDIA BUYING AGENCY: Essence

MEDIA PLANNER:  Rachel Cowley

PRODUCTION COMPANY: Riff Raff

DIRECTOR:  The Sacred Egg

PRODUCER: Jay Lovelock

EDITOR: Sam Bould @ Final Cut

POST-PRODUCTION COMPANY: The Mill

EXEC PRODUCER: Ryan Hancocks

PRODUCER: Saskia Delius

3D LEAD: William Laban

2D LEAD: Guy Lubin

COLOUR: Matthieu Toullet

AUDIO: Mark Hills @ Factory

AUDIO PRODUCER: Ciara Wakley

BT has announced it will launch BT Home Essentials in June, a market leading social tariff connecting those on low income with affordable fibre broadband and calls. The new low cost tariff comes as BT research reveals that since the pandemic, almost three quarters (74%) of Brits would not find it easy to improve their financial situation without connectivity¹, and the majority (79%) of financially vulnerable people rely on broadband connectivity to manage household finances².

Available exclusively to those on Universal Credit and a range of other means-tested benefits*, BT Home Essentials meets the demands of the modern home and provides futureproof fibre connectivity at a time when online resources have never been more important. BT research has found that three times as many people say they could not go without broadband (67%) versus public transport (20%)¹.

BT Home Essentials is a separate and improved social tariff compared to BT’s initial version, BT Basic, launched in 2008. Home Essentials provides an average of 36 Mbps download speeds and 700 minutes of calls for £15 a month, around half the price of a standard fibre and calls package. Alternatively, eligible customers can also opt for average speeds of 67 Mbps and unlimited calls for £20 per month. The lowest price equivalent standard BT broadband package costs £32.99 a month, with an additional £15 for our unlimited calls plan – this means BT Home Essentials customers choosing the £20 option can save over £330 a year.4

Marc Allera, CEO, BT’s Consumer division, said, “Fast, reliable connectivity has never been as important as it is today, with millions of people relying upon our networks to get back on their feet after the pandemic.

“We want to help as many people as we can, which is why at the end of June we’ll be launching BT Home Essentials, increasing the eligibility of our social tariff to include all customers on Universal Credit. BT Home Essentials will be available at half the price of our standard fibre package, helping a potential four million households on low income save on bills and stay connected to vital online services.”

Digital Infrastructure Minister, Matt Warman, said: “In today's digital world, everyone should be able to access fast, reliable and affordable internet, so I'm thrilled that BT is the latest provider to launch new deals for low income households.

“We have been working with internet providers to offer affordable broadband tariffs for those struggling with bills to help the UK build back fairer from the pandemic. I hope to see others taking similar action soon.”

BT also continues to work closely with Government to support families. BT’s ‘Lockdown Learning’ has provided connectivity to over 175,000 families, to help children to continue learning from home. BT Home Essentials will provide an affordable option for families to receive fast broadband for the whole household.

-Ends-

Notes to editors:

*BT Home Essentials is only for eligible customers which includes those on Universal Credit and people receiving the Guarantee Credit element of Pension Credit, Jobseeker’s Allowance, Income Support, and Employment and Support Allowance.

¹ Based on a survey interviewing a nationally representative sample of c.2,000 GB adults – April 2021

² Based on an online survey among mobile and broadband owners whose household receive a benefit or tax credit. Research conducted in March 2021 among 904 respondents

³ Based on standard pricing for BT’s equivalent broadband (Fibre Essential) and call plan packages on offer on 29 April 2021 for £27.99, with £7 for calls versus £15 for BT Home Essentials

⁴ Based on standard pricing for BT’s equivalent broadband (Fibre 2) and call plan packages on offer on 29 April 2021 for £32.99, with £15 for unlimited calls versus £20 for BT Home Essentials

Average speeds are based on speed available to at least 50% of customers at peak time (8-10pm). Actual speed will be dependent on location, phone line, home wiring, wi-fi connection and time of day. Customers can check their estimated speeds at BT.com/speed.

Launched in 2008, BT’s social tariff (BT Basic) is only available to those on the means tested benefits mentioned above, plus those on Universal Credit who receive zero income. The extended eligibility of BT Home Essentials means people on Universal Credit who also earn money can also take advantage.

Alternative industry social tariff available UK-wide:

The below details are available online and are accurate as of 29 April 2020