EE BAFTA 5G-powered AR Dress

Client: Publicis Poke, Havas Cake, M&C Saatchi Talk and Essence

Agency: UNIT9

Together with EE and their agency partners at Publicis•Poke, Havas Cake, M&C Saatchi Talk and Essence we collaborated and created a monumental and memorable moment for audiences at the event and for those watching at home, pushing fashion and 5G to the limits. The standout moment was instantaneously shareable, with a standout star, Maya Jama at the centre of the activation combined with a truly innovative dress we created an unforgettable red carpet moment.

The response to the dress was massive, generating millions of views across various social platforms and went viral amongst multiple audiences: fashionistas, tech fiends, and entertainment fans, to name a few.

Press coverage around the EE BAFTA 5G-powered AR Dress delivered a 21% YoY increase in editorial coverage, in a broad range of media, from national, to tech, to female lifestyle press.

On the red carpet, influencer engagement delivered more than 130 social media posts, with a reach of more than 8.6 million, driving social buzz across the night. While EE BAFTA host Maya Jama posted on her own social channels throughout the evening, delivering 500K impressions about the experience and driving thousands of clicks through the EE website.