EE to target Vodafone with 4G summer marketing blitz

EE: ad campaign starring Kevin Bacon planned for summer
EE: ad campaign starring Kevin Bacon planned for summer

Mobile operator EE will target Vodafone customers with a high-profile summer marketing campaign to draw attention to the doubling of the speed of its 4G network.

EE will run a multi-channel campaign including a TV spot featuring Kevin Bacon to target Vodafone, which the company believes is the only rival that can offer the breadth of 4G network similar to EE. 

Steven Day, chief of brands and communications at EE, said activity will focus on positioning EE as the "best, biggest, fastest and most advanced" 4G network. 

Hitting out at Vodafone, Day said: "They spent a lot of time trying to stop us launching our 4G network and all that came to nothing. 

"The irony is they could have done it as well but they chose to invest in lawyers rather than their network". 

Day’s comments came after EE chief executive Olaf Swantee revealed the company would be doubling the speed of its 4G network in the summer to a top speed of 130mbps. 

The 130mbps speeds will be rolled out in 10 cities including London in the summer, with other towns and cities to follow over the next two years. 

EE hopes boosting the speeds will help it achieve the target of signing up 1m 4G users by the end of 2013. 

When asked by Marketing if T-Mobile and Orange would introduce a 4G proposition, Swantee said "at this point we don’t plan to expand our product line". 

Day added that the "future" of the EE holding company is the EE brand. He said that the company "expects over time" the migration of Orange and T-Mobile customers to EE, as the proposition becomes cheaper due to "commoditisation and democratisation" of 4G. 

However, he added that people "still enjoy T-Mobile and Orange services" and as a result of 4G network penetration still only reaching about 50% of the country "there is a place for Orange and T-Mobile for some time to come". 

Responding to Day's comments about Vodafone, a spokesman said: "We invest a record £1.8m in our network every day and our customers rely upon us to deliver a great network

"We spent £802m in the recent spectrum auction to secure the widest portfolio of new spectrum to support the launch of our 4G service later this year. We always said we wanted to run 4G on new spectrum, rather than hitting the service we offer existing customers as EE has done."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers