Brand owner: easyJet
Lead agency: OMD Spain
Media channels: Games & competitions, Radio & audio, Social media, Word of mouth, advocacy
Budget: 500k - 1 million
To drive relevance in the highly competitive, price-dominated, low-cost airline category, last year, easyJet launched 'Why not?' – a communication platform to activate opportunities to travel with no other reason than giving life a sense of adventure. And Mother's Day was one of those opportunities: what better gift than a Paris break for mum?
We decided to activate it by targeting DINKs (double-income, no kids), who were eager for true connections and meaningful experiences. But how could we engage with them in an authentic and effective way?