EE Nudge

Nudge Training Campaign Design

EE is a British national mobile network operator and internet service provider, which is a brand within the BT Group. EE is the second-largest mobile network operator in the United Kingdom, with 26.1 million subscribers.


We were asked by EE to explore how Nudge could add a new dimension to designing consumer campaigns.


The mobile phone market is highly competitive and any ideas which can help to give an advantage are critical. Using Nudge as a lens to review past and future marketing campaigns, might prove to give a refreshing new perspective.


We designed a short day, 10:00am to 16:00pm workshop style session focussing on how Nudge could be applied to EE consumer campaigns. This included an introduction to nudge and how it works. We reviewed Nudges that can be seen every day in most cities and online.

By breaking Nudge down into individual ideas we were able to explain each one very simply. We illustrated each idea with examples and then moved on to apply each one to EE’s business. We did this by redesigning a campaign they had sent us prior to the workshop. the participants had the opportunity to apply each idea to their work and discuss their thinking with the training consultant.


The results have been outstanding with experienced campaign design professionals seeing campaigns in a new way. Nudge is a series of simple ideas but how they are applied can be complex. This session helped all the participants see how to use the ideas in their every day work.

Participant Feedback

“Thanks for today – thoroughly enjoyed the session.”

“A great session, thank you very much.”

“Thank you so much for today, it was really interesting.”

“Thanks for the session today, it was really useful and massively insightful.”

“A productive and insightful session with many valuable takeaways/ideas that can be applied to my future work. Martin was a great workshop leader who encouraged discourse and ensured every participant in the room had the ability to discuss, debate, and ask questions. I come away from the session as a proponent of nudge theory and would definitely advise others to learn this concept.”

Client Comment

“My team got a lot of value from the course – Martin was fantastic and flexible to our needs. The course was incredibly interactive, sparking a lot of discussion, and I’m excited to see our business put the learnings into practice. Thank you Martin.”

“Thanks again for the session yesterday – I thought it was incredibly valuable.”

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