Giving a new brand platform more meaning
EE Who Says You Can’t?
CHALLENGE
EE wanted to organically promote their new brand positioning on their owned social channels. They’d already tried a few things and, unsurprisingly, had struggled to create much engagement or interest.
Approach
Rather than push out a bunch of social posts, take the cash and run as the inevitable dribble of conversation – mainly just complaining about wifi – followed, we questioned the brief.
Taking the goal of the project, we pushed for a much bolder approach. Rather than just tell our audience what EE was about, we showed them, by heroing the people who embodied the same values.
The first series of the podcast, hosted by author and presenter Rick Edwards, featured four stories from a mixture of well-known names and unsung heroes. What united them all was their attitude that had seen them break through barriers and find a way to make amazing things happen.
Professor Green: Get men talking about their feelings… Who says you can’t?
Dilys Price: Be a grandmother and a daredevil… Who says you can’t?
Miguel Barclay: Turn a quid into something delicious… Who says you can’t?
Arjun Bhogal: Walk across the entire world… Who says you can’t?
And again…
Following the success of season one, the Who Says You Can’t? podcast returned. Bigger and better than ever. This time with added video episodes and a slightly tweaked focus.
Now our barrier breakers had closer links to tech, using the power they have in the palm of their hands to transform their own lives and those of their communities.
