EE’s Get the Edge Campaign Shows How 5G+ Helps Customers Stay Ahead When Connectivity Matters

EE Get The Edge

(IN BRIEF) EE has launched its new “Get the Edge” brand campaign to promote the benefits of 5G+ on its UK network, positioning the technology as its most powerful and reliable form of 5G connectivity. The campaign highlights how 5G+ can help customers stay connected in busy locations and high-pressure moments, with benefits including stronger mobile internet connections, faster downloads and uploads, improved video calling, extra battery life compared with standard 5G and speeds ten times faster than 4G. Created by a cross-agency Publicis Groupe UK team including Saatchi & Saatchi, Digitas, Publicis Production and LeShop, the campaign launches with a 60-second film set in a busy train station and showing customers gaining small but meaningful advantages during everyday situations such as buying concert tickets, managing a school trip and securing an e-bike. The campaign also includes national and regional out-of-home activity, digital content, audio, social, VOD, cinema, retail and customer activation, with media handled by OpenConnect at WPP Media.

(PRESS RELEASE) LONDON, 17-Jun-2026 — /EuropaWire/ — EE has launched a new brand campaign, “Get the Edge,” highlighting how customers can benefit from 5G+ on the UK network, particularly in busy places and high-pressure everyday moments where fast and reliable connectivity can make a difference.

The campaign presents 5G+ as EE’s most powerful and reliable form of 5G connectivity, designed to deliver stronger mobile internet connections, faster download and upload speeds, improved video calling and better performance at peak times. EE says 5G+ is ten times faster than 4G and also provides extra battery life compared with standard 5G.

Created by a cross-agency team from Publicis Groupe UK, including Saatchi & Saatchi, Digitas, Publicis Production and LeShop, the campaign runs across AV, out of home, digital out of home, audio, social, online video, video on demand, cinema, retail and customer activation channels. Media planning and buying was handled by OpenConnect, EE’s dedicated team at WPP Media.

The campaign launches with a 60-second film led creatively by Saatchi & Saatchi. Set during rush hour at a busy UK train station, the film shows several real-life situations where a stronger mobile connection can help customers stay ahead. These include a teacher managing a group of children on a school trip, music fans trying to secure sought-after concert tickets, and commuters competing for the last available e-bike.

Each scenario is designed to show how 5G+ on EE can provide a small but important advantage when connectivity matters most. The campaign positions these marginal gains as practical benefits that help customers avoid missing out in moments shaped by speed, timing and network reliability.

The campaign also includes a reactive national out-of-home element featuring different visual depictions of EE customers getting ahead of the crowd with 5G+. Regional out-of-home placements across UK cities use text message-style narratives with local references, focusing on familiar situations where messages may fail to deliver at the wrong moment on less reliable networks.

Kelly Engstrom, Brand and Marketing Communications Director at EE, said fast, secure and reliable connectivity has become increasingly important. She said the new campaign demonstrates how 5G+ on EE can help customers get the edge in everyday situations, from buying tickets in a crowded station to securing the last e-bike during the commute home. She added that EE is working to give customers the best possible connection so they do not miss out when it matters.

Ben Mooge, Chief Creative Officer at Publicis Groupe UK, said small advantages can make a significant difference in demanding moments. He noted that mobile networks now play an important role in everyday outcomes, and that 5G+ on EE is positioned as the technology that can provide a more reliable connection and improved battery life when people need an advantage.

Rebecca Marshall, OpenConnect Lead at WPP Media, said the campaign is built around recognisable moments where the benefits of 5G+ feel immediately relevant. She said the media strategy brings the campaign into the kinds of spaces where improved connectivity is most needed.

Alongside 5G+ performance benefits, EE is also promoting its range of unlimited data plans and Safer SIMs, which are smartphone plans for under-18s designed around different levels of independence. The company says these products help customers stay connected, in control and ahead when reliable mobile service is most important.

Through “Get the Edge,” EE aims to reinforce its network positioning while showing how improved 5G+ performance can translate into practical advantages for customers in everyday life.

About EE

EE is the UK’s best network, offering superfast mobile and broadband connection to millions across the UK. With an ambition to be the country’s most trusted connector of people, EE’s network and services keep consumers connected and entertained.

EE’s 4G, 5G and 5GSA speeds cover more than 90% of the UK, while EE’s super reliable broadband is available at more than 99% of UK premises, with guaranteed speeds to keep people streaming, gaming, watching TV and connecting to the things that matter most.

EE’s mobile network continues to receive extensive recognition including UK’s best overall network by RootMetrics® every year since 2014, as well as being named Best Network for Consumers at the Mobile Industry Awards for the last four years since 2022.

EE is committed to offering first class service in the industry and has nearly 400 stores across the UK. In 2023, EE launched its new experiential retail strategy opening its flagship EE Studio and Experience stores nationwide. The innovative approach to retail in the telco industry has seen EE receive multiple awards of recognition including Retailer of the Year at the Mobile Industry Awards in 2024 and 2025, and Best New Store for the EE Studio at the Retail Week Awards in 2024.

EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised for putting people and culture at the heart of the company at the Cnect Wales Awards in 2025.

EE is part of BT Group’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK.

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SOURCE: EE