IPA ADVERTISING EFFECTIVENESS AWARDS 2000: CHARLES CHANNON AWARD

4-STAR WINNER

EASYJET

Agency: i-level

Authors: Andrew Walmsley, Charlie Dobres

Client: Giovanna Picciano for easyJet

Creative Credit: Tableau

Art Credit: Tableau

Copy Credit: Tableau





THE SUBMISSION

'I know that half my advertising works - I'm just not sure which half.' Many advertisers have uttered these words and this dotcom case sets out to prove that now you'll know which half of your advertising budget works.

EasyJet and its agency i-level have proved that online advertising produced a 47 per cent increase in online ticket sales. Moreover, the tracking techniques developed for this campaign showed exactly which ads were most effective and even at what time of day - a level of analysis previously impossible.



THE JUDGES' VIEW

The judges awarded this paper the Charles Channon Award for Best New Learning. The use of Redeye software and its tracking through to sales provided important new information on measuring a direct link between online advertising and online sales.

A fascinating insight into a brand new area for most people, it demonstrated a clear and direct connection between online advertising and business success and showed how a brand can succeed in lowering costs and improving profits.

This is a remarkable example of the power of advertising to pay back almost immediately. Evaluating banners need not involve guesswork or estimates. Their direct profitability can be established, in a way similar to direct response ads in offline media.

A must-read for all online marketers.



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