Full-service marketing agency celebrates success after indirect campaign drives uplift in EE connections

Full-service marketing agency, Citizen, has celebrated the success of its latest campaign for telecoms giant, EE, after driving a 12% uplift in new connections over a three-month period.

Briefed to develop a campaign that would increase PAYG [Pay-as-you-go] customers using indirect channels across major supermarkets, service stations and independent retailers, the Citizen team initially set to work on developing several creative concepts.

Facing the challenge of engaging a declining target audience as increasing numbers of mobile phone users opt into contracted devices, Citizen created an innovative campaign that incorporated the summer staple of ice cream for the key visual, together with the slogan, ‘get a double or triple scoop of data’.

After impressing the EE brand team with its creative approach to the brief, the Citizen ice cream campaign was also rolled out across EE’s entire estate of retail stores and its digital channels, including its website, social media, and online advertising.

Within a three-month period, the campaign resulted in a 12% increase in new PAYG customers, exceeding the forecast acquisition rate.

Lauren Horton, Communications Manager of EE, confirmed: “Citizen were provided with a challenging brief to increase EE PAYG acquisition in a declining market. Having worked with the agency for several years, I knew they would be able to quickly understand the complex nuances of Indirect distribution and the multitude of different customer touch points.

I have been very pleased with Citizen’s standard of work on this project and countless others. I wouldn’t hesitate to recommend Citizen to anyone in need of marketing and design support, whether for a strategic multi-channel campaign or a small artwork job. The EE team and I are very impressed with the results and now look forward to working with the Citizen team on future EE and BT projects.”

Sam Britton, Client Services Director of Citizen, added: “The Citizen team have worked with EE for several years and pride ourselves on our ability to interpret and develop creative concepts from initial brief stage. The ice cream campaign is demonstrative of our ability to engage target audiences via both direct and indirect channels and we are incredibly proud of the uplift achieved, particularly in a declining market like PAYG.

We always aim to develop long-standing relationships with our clients and look forward to working with Lauren and the wider EE team for years to come.”

Headquartered in Kidderminster, Worcestershire, Citizen is a full-service marketing agency with extensive experience in design, print, digital and video.

Having recently welcomed two new members to its team, the agency employs 12 marketing specialists and has celebrated a 25% increase in growth during 2021.