EE recently treated commuters to the world’s first augmented reality (AR) gig streamed simultaneously over 5G to three cities, starring multi-platinum selling British band Bastille for its latest campaign across the country.
The ambitious live event features in a new brand campaign that shows the power of 5G, even in the busiest places like train stations. The campaign leads with a 60-second TV ad that was launched on 13th January on ITV2, a British free-to-air television channel.
The campaign aims to inspire customers with the exciting new ways in which EE’s pioneering 5G network can elevate everyday experiences, even in the busiest places; in this instance, enabling commuters across the UK to immerse themselves in a 360-degree augmented performance by Bastille. Commuters could watch the mixed-reality action unfold in real time despite being hundreds of miles away from the performance taking place in Birmingham New Street station.
The ad opens on the Birmingham skyline at dusk ahead of ‘a live AR performance’, before zooming in on Kevin Bacon seemingly left to his own devices, roaming through London’s busy King’s Cross, destined to create an unforgettable commute using EE’s 5G network.
This campaign will run across TV, out of home (OOH), cinema and video on demand (VOD), said EE in a statement.
Pete Jeavons, Marketing Communications Director, BT and EE
This amazing activation with Bastille showcases some of the extraordinary possibilities of 5G with augmented reality rendered in real time and streamed to multiple cities simultaneously; and highlights the benefits that 5G brings to customers by providing fantastic connections even in the busiest places like train stations.
