Creating new journeys to support a £50 million brand launch
The launch of the new EE rebrand saw the business go from selling mobile phones and data to a vast range of consumer electronics and services. The business needed a new journey to direct marketing traffic to and to convey the new direction of the brand.
Project goals
01
Educate users about the new brand
The new EE brand aims to be the most personal brand in the UK. A large part of this is introducing customer to all the new products and services that we now offer.
02
Drive traffic to sales journeys
Directing the large volumes of paid advertising towards our new and existing product categories was a key objective.
03
Learn about our users
To become the most personal tech brand in the UK, we were tasked with providing enough value to users so that they would provide their personal data.
Challenges
01
Balance numerous commercial messages
Given that this rebrand was for a multi-billion pound company which was also introducing many new product categories, one of the biggest challenges was accomodating the asks of the various different stakeholders.
02
Late delivery timelines for launch assets
Pre-agreed timelines for the creative guidelines and assets had set their delivery for days before the pages needed to go live. This meant that we needed to go into testing before we had received all the required assets.
We began by meeting key stakeholders to understand the overarching purpose of the campaign and our key selling points, so that we could brainstorm potential ideas.
We explored potential creative directions to show how new EE fits into peoples' everyday lives in lots of different ways.
We leveraged reusable components and patterns so that we could work more efficiently and develop the journeys faster.
Next, we used moderated and unmoderated user testing to assess whether users comphredended the key campaign messages and observe how they navigated around the new journeys.
Iterated. Retested. Now on to the launch. We knew there would be a tight turnaround when the campaign assets came in so we agreed on exact file requirements, tested using placeholder content and connected the pages to the CMS for fast editing.
The wins and mistakes during this project taught me a lot about the importance of defining a clear art direction for an experience early on in the process.
