Low cost airline easyJet worked with the UK agencies VCCP and OMD to created its first, highly successful international branding campaign.
The 'Europe by easyJet' idea the celebrated spontaneity, joy and human connections facilitated by the airline in a series of aspirational images. In a departure from the brand's history, the campaign targeted business travellers as well as leisure fliers and used TV advertising. The campaign ran in several European markets during 2012 and 2013.
Following the campaign, research showed that perceptions of the brand had improved. The airline also reported increased passenger numbers and seat revenues.
This case, which was awarded a silver in the 2014 IPA Effectiveness awards, is available to read in full from the IPA's website.