Game On with EE: Tailored Gaming for Every Type of Gamer

EE has launched an innovative campaign titled Kit for Every Gamer, positioning itself as a top-tier gaming destination. Created in collaboration with Saatchi & Saatchi, Boomerang, and GroupM, this campaign shines a spotlight on the EE Game Store’s wide range of gaming products tailored to meet the needs of every gamer. Through personalized setups and accessories, EE invites players from all backgrounds to enhance their gaming experience, reinforcing the notion that the right setup can elevate any player’s game.

Battle Stations: A Visual Ode to the Gamer Community

The campaign’s centerpiece, a 60-second film called Battle Stations, delves into the vibrant world of gaming through a visual journey that celebrates diverse playstyles. Featuring popular influencers Danny Aarons and Iamangelika, the film captures how gaming setups reflect each player’s unique personality. Through scenes that showcase racers, ballers, slayers, and side-questers, Battle Stations transforms everyday rooms into immersive “battle stations.” These settings are designed to inspire players by showcasing tailored environments that align with individual playstyles. By offering a range of curated gaming bundles, EE presents itself as the go-to destination for anyone looking to create the ultimate gaming atmosphere.

Amplifying the EE Brand through Music and Cultural Relevance

Set to the iconic track "Cowgirl" by Underworld, EE continues its tradition of weaving British music into its campaigns, reinforcing its cultural roots. This musical strategy, which previously featured British classics like The Pet Shop Boys’ Left to My Own Devices and Echo and The Bunnymen’s The Killing Moon, heightens the emotional depth of each ad. These music choices amplify the message that EE understands the significance of gaming in modern culture, blending audiovisual elements to create an experience that feels personal to the British gamer.

Four Curated Gaming Bundles: Something for Everyone

At the core of the Kit for Every Gamer campaign is a selection of four unique gaming bundles—Baller, Racer, Slayer, and Side-Quester—each crafted to meet the needs of specific gamer personas. These bundles, designed to cater to different genres and gaming styles, are available to all users regardless of their network provider, underlining EE’s commitment to inclusivity. Each bundle contains game-changing gear designed to enhance the gaming experience, offering players the flexibility to choose setups that complement their playstyle, while still accessing the best of what EE has to offer.

Expanding the Campaign Across Platforms

The campaign’s reach extends beyond just television, encompassing broadcast video on demand (BVOD), digital audio, and social media platforms. OOH ads, launching on November 18, will bring larger-than-life gaming avatars to streets, accompanied by the tagline “Game-Changing Kit for Every Gamer.” EE’s multifaceted approach guarantees that gamers across the UK, from casual players to serious competitors, can engage with the campaign across platforms, including major BVOD placements on Channel 4, ITV, and Nexus Ad TV. Additionally, Boomerang’s influencer-led social media efforts across Instagram, TikTok, and Twitch aim to connect with gaming audiences on the platforms where they already spend much of their time.

A Mission to Be the UK’s Leading Gaming Destination

By showcasing its diverse product range and thoughtfully curated bundles, EE’s Kit for Every Gamer campaign not only positions the brand as a champion of diverse gaming needs but also emphasizes EE’s mission to be the UK’s go-to gaming hub. Marketing Communications Director Pete Jeavons highlights the impact of personalized gaming setups, emphasizing that the ideal kit is as unique as each player. Through this campaign, EE solidifies its place in the gaming world, inviting gamers of all types to discover what the EE Game Store has to offer.

Will John, Executive Creative Director at Saatchi & Saatchi, further captures the campaign’s intent, describing it as a “celebration of real British gaming personalities.” By paying homage to the distinct rituals and routines gamers follow, EE captures the essence of gaming culture. Through Kit for Every Gamer, EE demonstrates an understanding of gamers’ needs, creating a space that caters to the UK’s diverse gaming community with a range of kits to match.

Conclusion: Embracing the Modern Gamer

EE’s Kit for Every Gamer campaign successfully underscores the importance of personalized gaming setups in today’s gaming culture. Through striking visuals, culturally resonant music, and a comprehensive suite of accessories, the campaign speaks to gamers from all walks of life. In doing so, EE not only enhances its position in the gaming industry but also builds a community where every gamer feels seen, supported, and equipped to play at their best.

CREDITS

CAMPAIGN TITLE: EE Kit for Every Gamer

CLIENT: EE

ADVERTISING AGENCY: Saatchi & Saatchi

Publicis Groupe UK CCO: Ben Mooge

EXECUTIVE CREATIVE DIRECTOR: Will John

CREATIVE TEAM: Rory Peyton Jones, Elliot Lee

EXECUTIVE DESIGN DIRECTOR: Nathan Crawford
HEAD OF DESIGN: James Crickmore

SENIOR DESIGNER: Simon Hadassi

DESIGNER: James Goodwin Davies
PLANNING PARTNER: Olivia Stubbings

PLANNING DIRECTOR: Will Moore

SENIOR SOCIAL STRATEGIST: Ciaran McManu: