EE preps biggest employee engagement push

EE, the recently rebranded Everything Everywhere corporate entity and soon to be launched 4G network, is to stage its biggest ever internal event as it looks to immerse employees in the new brand.

EE Brand Video
A still-frame from EE’s brand concept video

The event, dubbed EE Live, will take place at the NEC in Birmingham from Tuesday 9 October to 15 October.

Details about the days are scarce but an invite says there will be a “spectacular” experiential element, as EE looks to drum up excitement among its employees ahead of the consumer launch of the brand at the end of this month (30 October).

Almost all EE’s 12,000 employees will attend the event at some point. No stores will be closed as a result as the day will run in sessions, allowing employees to visit at different allotted times.

EE is currently rebadging all its Orange and T-Mobile stores to reflect the new brand in a £50m exercise, which will be completed by the end of the month.

Staff are in the process of being trained to have knowledge on the three different propositions of EE’s separate brands.

EE’s 4G network is set to be available in 10 cities by the end of this month and will expand to 16 by the end of 2012. It will offer customers a “superfast” mobile internet connection on selected handsets, including the iPhone 5, Samsung Galaxy S3 and the Nokia Lumia 920.

A heavyweight marketing push will support the launch at the end of this month, which is understood to play on humour and will centre around the “superfast” proposition. Saatchi & Saatchi has created the campaign.

Rivals O2, Vodafone and Three will not be able to launch their own 4G services until “next spring”, which could give EE a competitive advantage by being first to market.