EE didn’t just launch New EE—we made history. The Nation’s Gig redefined innovation and entertainment, cementing EE as a cultural powerhouse. Partnering with Fatboy Slim, we delivered the world’s largest holographic performance at Alexandra Palace, featuring a 50-metre-tall holographic stage.

This wasn’t just a show—it was a nationwide movement. Fans submitted dance routines to become holographic dancers, making it an interactive, shared experience. The livestreamed spectacle captivated audiences across the UK, blending cutting-edge technology with music.

The impact? 13.5M organic impressions, a 62% surge in website traffic, and a significant boost in brand affinity. More than a campaign, this was a cultural reset, positioning EE as the UK’s largest subscription business with a mission to become the nation’s most personal, customer-first technology brand. This was EE rewriting the rules—harnessing cultural power to shape the future.