EE has launched a new integrated brand campaign, Better Value, in a bid to redefine customer experience in the mobile industry.

The audience-led campaign, created in partnership with creative agency Saatchi & Saatchi, brings to life the many ways busy families can get better value with EE Mobile.

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The campaign will run across radio, digital out-of-home (DOOH), YouTube, social and Amazon.

The campaign kicks off with three radio spots featuring different narratives including ‘Friday Night’, with Kevin Bacon narrating a young woman, Victoria’s, Friday Night, set against the backdrop of the ambient sounds of a typical night out.

The second, ‘Quiet Night in’, features parents Lorraine and Trev, as they enjoy a rare night to themselves and in the third, ‘Holiday Mode’, Bacon paints the picture of a holidaymaker, Dave, as he sets off on his trip abroad.

Accompanying the radio campaign are bespoke creative executions for social channels, further demonstrating the value EE Mobile brings to its customers, with content creators explaining the range of EE’s value-added benefits.

EE Marketing Communications Director, Pete Jeavons, said: “We understand the importance of value for money for our customers, which is why we wanted to highlight the ways we offer our customers more.

“This campaign showcases how EE Mobile enables our customers to get the most out of their plans, with reliable connectivity for all the family when they need it most, all on the UK’s best network”.