Stormzy launches 5G in iconic performance on the Thames

We supported EE to mark their biggest moment since the inception of the brand - the launch of 5G! EE had big ambitions to create an iconic occasion, creating impact in UK press. To do so, we partnered with them to create a unique performance from the UK's favourite rapper, Stormzy, staged on the River Thames against the backdrop of Tower Bridge! The project required bucket loads of imagination along with flawless technical execution of both the in-person experience and live stream (using the brand new 5G network) all beamed to a global community of fans both online and in EE stores around the UK for exclusive screenings.

The Challenge

To create a big noise around EE’s 5G network launch in a busy marketplace.

The Approach

EE wanted to shout about their huge network launch by hosting a mind-blowing public activation on the River Thames – a 5G-powered performance by Stormzy on a floating barge at the iconic Tower Bridge.

This once-in-a-lifetime live show was a chance for Smyle to show off our ability to deliver integrated physical and digital experiences – impacting a live London audience and streaming to a much larger global community of fans.

Smyle worked closely with the M&C Saatchi PR agency, taking care of complicated and jaw-dropping production, involving multiple boats, a split-location workforce and challenges associated with a water-based production. Our technical expertise meant we were able to use 5G technology for a 360 degree 5G live stream for wider amplification.

The Results

We showcased our flawless execution, involving a world-class performer, dramatic pyrotechnics and best-in-class technical delivery. Publicity generated from this live + digital event was exceptional, with thousands of hits on YouTube and social media. EE reported a massive increase in day1 sales compared with the 4G brand launch event. Watch here

See also

Country House

The Lockhouse,
71 Mead Lane,
Hertford, SG13 7AX

Town House

Albert House,
256-260 Old St,
London, EC1V 9DD

Manchester

Studio 106, SeeSaw,
86 Princess Street,
Manchester, M1 6NP

Amsterdam

Suikersilo-Oost 22,
1165 MS Halfweg,
Netherlands