How three of the UK’s mobile networks advertised their 5G to the world

1st November 2019

Industry | 3 minute read

The next generation of mobile technology has officially arrived in the UK, with smartphone users in a handful of major cities across the UK now able to access the much anticipated 5G network.

To accompany the long-awaited launch, some of the UK’s mobile networks have been pushing 5G in their marketing this year to prime consumers and businesses for its eventual launch and roll out. But how exactly did the UK’s top mobile networks choose to advertise their 5G offering to the world?

EE

EE was the first network to launch 5G, with it landing in the UK back on the 30th May 2019, available in six cities across the UK. The initial campaign demonstrated the sheer power of 5G, using real customers, football fans, and of course, Kevin Bacon; bringing their story truly to life.

The campaign was strategically shot on the day of the FA Cup Final, capturing all of the action from Wembley Stadium, connected by EE, using 5G to bring it into the homes of football fans all across the UK. Kevin Bacon hit the UK screens, and for the first time in history, EE featured genuine customers in the campaign, featuring genuine Watford fans and a family of lifelong Manchester City supporters.

EE found new ways for people to enjoy the things they love, in this case, football, and captured the magic as it happened on the day of the final. EE let the people become the story.

Prior to their official 5G launch, EE also trialled their 5G network on the red carpet at the Baftas back in February 2019, with the ‘world’s first digital supermodel’ AI stylist. EE featured an AI-powered virtual stylist, ‘Shudu’, who appeared on the red carpet via holographic technology, as part of the activation for its long-standing sponsorship of the British Academy Film Awards.

Vodafone

Vodafone switched on its 5G to the world back on 3rd July 2019; being available to both consumers and business customers in seven cities across the UK. In a worldwide first, Vodafone also offered 5G roaming in the UK, Germany, Italy and Spain over the summer period.

Vodafone certainly built up a buzz around their 5G launch! In summer 2019 they became the main Club Partner for Wasps Rugby and Wasps Netball in the lead up to their official 5G switch on.

Vodafone equipped Wasps’ rugby stadium and netball centre with the latest 5G and Internet of Things (IoT) technology, truly pushing the boundaries of the typical spectator experience at live sporting events. The intelligent technology in the stadium included augmented reality entertainment services at half-time, which bought fans even closer to the action when viewed through their 5G smartphones and headsets. The output? The best-connected sporting seats in the country.

Vodafone was also the first UK network to demonstrate a 5G holographic call, which took place from Vodafone’s Manchester office by England and Manchester City Women’s Football Captain, Steph Houghton. Using powerful 5G technology, Steph appeared as a live 3D hologram on stage in front of an audience at Vodafone’s UK headquarters in Newbury. This marks a true milestone in UK communications, and through intelligent initiatives like these, Vodafone are positioning themselves as true innovators in the UK’s digital future.

Three

Three launched its 5G network on 19th August 2019, initially offering only 5G home broadband, with its mobile 5G proposition arriving later in the year. Three currently offers 5G in parts of London, however by the end of the year, 5G will launch in 24 additional towns and cities around the UK.

Back in February 2019, prior to their official 5G launch, Three installed a 5G-enabled catwalk to showcase the future of fashion. The world’s first 5G mixed-reality catwalk was debuted at London Fashion Week, starring model Lennon Gallagher alongside an immersive mixed-reality technology, working together with Three’s 5G network to truly bring fashion to life on the catwalk. The version of the mixed-reality catwalk was later showcased at Three’s London Oxford Street flagship store in March 2019.

Author: Rhianna MacGregor, Account Manager

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