EE Spotlight Awards

EE, the British network operator known for its irreverent personality, was struggling to make its annual recognition event pack a punch across its in-person and virtual audiences. So, we took the reins, transforming EE's regular recognition event into an unforgettable hybrid experience – the Spotlight Awards.

The main task was boosting inclusivity to make both winners and finalists at the live event and the colleagues tuning in remotely feel like the Spotlight Awards were just for them. Imagine a hybrid event that didn't just wink at inclusivity but embraced it with a bear hug. To do that, we started with summer campaign, featuring category launches, live broadcasts, and roadshows, all building anticipation for the grand finale.

That grand finale was the height of industrial chic. Held at the historic Depot Mayfield in Manchester, a striking venue within a former railway station, our whole team came together to make it a real moment to remember. Our creativity went into overdrive, from bang on brand lanyards to confetti canons, fake cheques, and epic trophies built in-house.

Every detail was considered for the virtual audience too. First, the show was strategically timed to capture the broadest possible audience and make sure no-one in EE’s stores or call centres missed out. Then, we had Scott Mills hosting a pre-show with lively interviews, dynamic graphics from our team and live chat interactions to make everyone online feel like VIPs.

Competitions added extra energy to the show, and user-friendly QR codes made entry a breeze. Plus, they continued during winner walk-ups, keeping online viewers captivated. Each walk-up was enriched with extra content about winners and presenters too, fostering a deeper connection with the audience.

Scott seamlessly switched between the main stage and the broadcast studio, narrating with the finesse of a pro storyteller. And after all the awards were done, Mel C rocked the main stage… and even belted out a Spice Girls classic. Our Spotlight Awards hit the bullseye. We're talking 800 winners and finalists strutting their stuff in Manchester, with 20,000 colleagues tuning in remotely – and loving it! The summer of recognition was a hit, and the Spotlight Awards are all set to return year after year.