Mobile network operator and internet service provider, EE, has marked a new era with a larger-than-life performance by iconic British DJ, Fatboy Slim, on the world’s biggest holographic stage.
Livestreamed to the nation, the one of a kind set towered 50 metres above Alexandra Palace and lit up the London skyline.
The activation marks a new era for EE as the UK’s largest subscription business, celebrating its ambition to become the UK’s most personal, customer focused technology brand.
New EE will play a more meaningful role in customers’ lives, offering products and services that inspire and free the innovator in everyone.
The show brought this ambition to life by offering the nation the chance to join their musical icon on this epic stage, dancing along virtually to his hit track ‘Praise You’ as he performed live from the venue. The dance videos featured in this one off show were selected at random from the hundreds of submissions EE received on Instagram and Tik Tok.
Hosted by TV & radio presenter, Pips Taylor, the evening saw guests at the event and fans online wait in anticipation for the secret gig to be revealed on EE’s Instagram livestream.
This unique brand activation was created by EE and M&C Saatchi Talk, who developed the concept and managed earned media, talent and influencer activity. Animatic visuals were developed by Happy Finish, with RCM delivering the holographic production. Event production was delivered by Uptown Events and Studio Xag.
Corporate Affairs & communications director of EE, Mat Sears, said: “New EE is on a mission use our tech to inspire the innovator in everyone. So our brief to M&C Saatchi Talk was about bringing this ambition to life with something that both resonated with consumers and excited the media. The Nations Gig, a unique collaboration offering everyone the opportunity to dance with Fatboy Slim on the world’s biggest holographic stage, was a brilliant concept to deliver these objectives – it was great to see some of these videos feature in last night’s set.”
Jane Boardman, CEO M&C Saatchi Talk, said: “It’s been an honour to launch the new era of EE to consumers, and what better way than by leveraging EE’s industry-leading technology to unlock the innovator in everyone. It’s taken impressive creativity and collaborative spirit to deliver the world’s largest holographic performance to the UK, and we’re so proud of our partnership with EE and our agency partners.”