Apple music


Bringing Apple Music to millions

With a library of 45 million tracks available to users on a variety of devices, Apple Music is one of the biggest music streaming services in the UK – which means they’re the perfect match for the country’s biggest and fastest mobile network.

By offering EE customers 6 months of Apple Music, we provide seamless access to the best streaming experience for music lovers, wherever they are.

Our exclusive offer

Using our API integrated solution, we were able to easily activate the service onto customer’s accounts and, importantly, the billing relationship after the free promotion period.

Working closely with Apple, we created an extensive go-to-market plan that shaped the entire strategy, from marketing and messaging through to execution. This included a TV ad featuring Kevin Bacon and Britney Spears and multiple marketing assets across sales and social media channels, creating huge customer interest and engagement - all supported by all 10,000 of our frontline sales and customer service employees.

Proposition take up rates 45% above forecast

Customer NPS improved by 4 points

EE’s Apple Music TV Advert achieved the highest customer recall rate

New category innovation

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