EE reassures parents of teenagers with connectivity campaign

Parents will know the “Don’t Be Late” text all too well as the time clocks quickly approach. For teenagers, cherished evenings with friends feel like freedom. While phone calls and text recording reassured their worried parents.

A new campaign for EE from Saatchi & Saatchi titled ‘Curfew’ brings to life the importance of staying connected in the small hours.

At home, broadband is easy, but with teenagers out and about at friends’ houses, at bowling alleys or even in nightclubs, internet access could be limited. ‘Curfew’ demonstrates EE’s connectivity, showcasing the benefits of being an EE One customer such as unlimited data SIMs. The campaign brings to life the importance of connectivity outside the home and demonstrates how parents can have peace of mind and stay in touch with their children with EE.

Echo & The Bunnymen’s “The Killing Moon” acts as the soundtrack to a hero movie that brings back memories of being a teenager and hanging out with friends. Opening with a group of teenagers at a movie theater, the scene shows a parent at home looking out the window with the words “Don’t Be Late” written on the screen.

The audience sees a montage of teenagers enjoying various nights. Between scenes of the teenagers having fun playing with friends, dancing in nightclubs and hanging out at fairs, the footage is interspersed with various messages and phone calls from parents checking in to make sure everything is okay.

Teenagers look at their phones to see missed calls and messages from their parents. With EE and their unlimited data packages, they can stay in touch wherever they are. Then they use their phones to plan their routes home, call their parents to pick them up or let them know where they are. In the race to turn against the internment, the film ends with the teenagers returning to their homes. A little girl cuddles with her mother while another boy sits watching TV with his grandmother. Kevin Bacon’s voiceover ends with, “Wherever they are, keep them connected with unlimited data.”

The soulful soundtrack, along with a variety of different nights represented, gives the place a nostalgic feel. Audiences can relate to both teenagers with friends and concerned parents who are eager to be updated by their loved ones. The film also explores the idea of ​​parent-teen connection, as parents yearn to stay close to their teens as they grow up, navigating the tricky balance between protection and trust. The relatability of both parties underscores the importance of being able to stay connected.

EE is committed to portraying the realities of consumers’ lives and being honest about what it’s like to grow up with smartphones.

“We all remember being teenagers and staying up late, after-hours – and as always, EE won’t shy away from depicting the true nature of British teenage life,” says Ben Mooge, CCO at Publicis Groupe UK.

He continues: “As an EE One customer, broadband comes with unlimited data sims, meaning parents can relax knowing their teenage children are always close at hand, on the best possible network. Which, to be honest, is probably the only thing parents won’t worry about.”

To support families, EE offers parental controls for mobile and broadband and has created PhoneSmart, the first phone license to offer a free online program offering advice to young people and parents on how to navigate the digital world and stay safe online.

Curfew will run in cinema, broadcast video on demand (BVOD), digital out of home (DOOH), digital audio and social and was launched during the school holidays, a time when teenagers are out and about more with friends. .

The The out-of-home part of the campaign features selfie-style shots of children traveling home on the bus and hanging out with friends, highlighting the campaign’s message that as an EE One customer, you can easily stay connected.

Holding a mirror to modern Britain, Curfew demonstrates an understanding of teenagers and reflects the needs of parents to bring to life the importance of connectivity, while positioning EE as an enabler of that connection.