Background & insight

EE had lost access to a younger audience, unable to find an effective channel to communicate to a generation that were turning away from TV.

The living idea

The EE Wembley Cup, a new piece of brand IP that celebrates a younger audience’s unique view on football on a national stage, thanks to EE.

What we made

Four years on, the Wembley Cup is a content series that climaxes in a live event at Wembley Stadium itself. A collision of football loving influencers, and traditional legends in the game. A unique blend of entertainment and sport, enabled by EE.

What it meant for the brand and consumers

Over 150 million views over the last 4 seasons, and 70,000+ tickets sold over the last 3 finals. 

Most importantly for us, EE have seen a 20% uplift in brand consideration and first choice purchase intent amongst this high value audience.