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With 58 destinations out of Basel and 78 departing from Geneva, easyJet is one of the largest aviation companies in Switzerland. Over the past two years, the Swiss branch of the company has worked with Creatives to fulfil their 360° marketing campaign needs.

Context

One of our core responsibilities has been to manage their Facebook page and take care of easyJet’s 1.5 million followers. Our social media team knows that social channels play a fundamental part in easyJet’s communication strategy: the brand’s voice is relaxed and fun, their target audience is young and sales channels are 100% digital. In addition to managing the day-to-day of their Facebook page, Creatives has also kicked off various campaigns that were part of the brand’s global strategy but which had very specific local goals, like #SorryICan’t.

Challenge

The main goal of this project was to reinforce an emotional connection and encourage engagement between the brand and its customer. In order to achieve this, we needed to develop a new concept that would stand out.

Strategy

In order to offer a truly fun experience to easyJet fans, Creatives developed an interactive game using the Slam app. We were then able to create an innovative and customized contest. Indeed, the app is particularly flexible and allowed for a game environment that incorporated easyJet branding and their visual identity.

Concept

The game encouraged active participation in exchange for a chance to win enticing prizes, and capitalized on a previously successful campaign Creatives had run called “Why Not”.  The core idea was that it’s possible to leave for a weekend on a whim with easyJet, and to justify one’s absence one simply needs to find an excuse; the more ridiculous, the better!

Actions

Various posts and video clips were published on Facebook. They drove audiences directly to the Slam game environment where they were prompted to come up with their own excuse and try their luck at winning flight tickets. Participants could then share their excuse on Facebook and the best excuses were rewarded.

Results

The contest itself generated over 6'000 excuses, many of which Creatives reposted on the easyJet Facebook page. With over 4 million impressions and 2 million people reached, the project was a true success. The CPC of 0.90 CHF is well below the Swiss average (1.25 CHF), proving the campaign was an excellent way to generate strong consumer engagement on social media.

Credits

Concept : Chloé Laugier (Art Director) & Stéphanie Etienne
Copywriting : Lucille Schlatter
Graphic Design : Joanni Führer & Jorge Petrov
Social Media : Danièle Schwartz
Account Manager : Luca Romanelli

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