How EE Scored Big with Health Club Members During the Women’s World Cup

Challenge

Winning attention in a football-obsessed summer

EE partnered with the FA to celebrate the Lionesses at the 2023 Women’s World Cup, using the tournament to shine a spotlight on its support for women’s football. The campaign needed to land with an audience already primed for the moment: active, engaged health club members watching the competition unfold.

Key objectives were to build brand consideration during a period of national sporting excitement, land genuine ad recall inside a real-world fitness environment and shift how health club members felt about EE against major mobile and broadband competitors.

Activation

Nationwide D6 panel across health club environments

• Deployed across 317 screens at 132 health club sites nationwide, putting EE's Women's World Cup creative in front of members throughout their visit.
• Creative featured England and Lionesses defender Lucy Bronze, connecting EE's FA partnership directly to a player members would recognise and root for.
• The three-week campaign ran alongside the tournament, keeping EE visible for the full duration of England's Women's World Cup run.

Key outcomes

7.5m+ impressions with a 20% uplift in brand consideration for EE

We ran an independent brand study with Happydemics, comparing 250 health club members exposed to the EE campaign against a matched control group of 250 non-exposed members.

Campaign Imagery