2014 IPA Effectiveness Awards shortlist spotlight: easyJet 'Generation easyJet'

easyJet shifted perceptions across Europe with its first aspirational branding campaign, 'generation easyJet'.

2014 IPA Effectiveness Awards shortlist spotlight: easyJet 'Generation easyJet'

Ian Cairns We’re proud of our low-cost heritage and our bright "orangeness". The challenge was to find an idea that could leverage that equity while moving the brand image forward radically.

Michael Lee It was an ambitious brief backed by easyJet’s management. One of our mottos is: "It only works if it all works." A similar ethos exists in easyJet – its marketing is integrated into its business model and practices.

IC The internal challenge was to identify savings to fund the campaign. Finding those opportunities required ingenuity and a certain risk.

ML Our biggest test was to prove that this strategy could deliver as much, if not more, sales impact than previous DR-dominated activity. Within 12 months, there were positive indicators: ranging from brand-tracking to improving revenue per seat and favourable stock market sentiment.

IC This campaign taught me how important it is to have genuine product and service improvements to go with your marketing – and how empty most campaigns are when you experience the thing they’re selling. We communicated real operational, product and cultural transformation. So customers’ experience of us matched the new work.

ML I just wish I’d bought shares in easyJet back in 2010!

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More