E’s latest campaign demonstrates the power of Apple’s iPhone 12 Pro’s Augmented Reality capabilities thanks to its LiDAR scanner and the EE 5G network. The ad campaign features the face of EE, Kevin Bacon and singer-songwriter, Rita Ora, where an avatar of the singer is seen dancing through London’s iconic skyline while performing her hit single ‘Let You Love Me’.
When asked about the experience, Rita stated:
“It’s so exciting to see what is possible with EE’s next-generation technology. It was a lot of fun being part of something which really pushed the boundaries of live performance… Registering the movements of my hands, body and face, was cool, but seeing myself as an AR avatar, dancing around live, totally blew my mind. My first-ever 5G-powered AR performance was so incredible, and it looks phenomenal.”
The ad is set to run on TV and video on demand with highlight spots during Coronation Street, The Voice, I’m a Celebrity Get Me Out of Here, and more. As well as TV the campaign will go live across social media platforms including, Facebook, Instagram, Twitter and Snapchat.
Marketing Communications Director at BT and EE, Pete Jeavons stated:
“Our latest brand campaign shows the possibilities of the next generation of mobile connectivity available through our award winning 5G network,”
“The end-to-end AR experience, filmed live and for real, harnessed the power of the latest iPhone 12 Pro on EE 5G to create a truly captivating performance of the one-and-only Rita Ora.”
In October, EE announced that customers who take out the Full Works Plan for iPhone by 15 January 2021 will receive 24 months access to the BT Sport app and access to EE’s new ‘Match Day Experience’, which aims to revolutionise the way we watch sports at home with video, social, and Augmented Reality features.