What it had to solve
easyJet launched in 1995 offering flights for the price of a pair of jeans; in 2016 it needed a fully integrated pan-European brand campaign to make cheap fares feel like permission.
How it works
A TV spot directed by CANADA in a transformed easyJet hangar, print, OOH and DOOH of choreographed travellers shot by The Wade Brothers, a social competition to win a 'Why not?' adventure, and an immersive European city experience in London.
What it did
A fully integrated pan-European launch across TV, VOD, cinema, print, OOH, DOOH, digital, social, PR and experiential; no performance figures were reported.
Background
LBB reported on September 19, 2016 that VCCP had launched easyJet's fully integrated, pan-European brand campaign, 'Why not?', with a magical spot shot by acclaimed directors CANADA. The anchor: fares still as low as £29.99, so dinner in Barcelona, a trumpet festival in Budapest or six hours in Amsterdam all earn the same answer — why not?
The film shows a generation easyJet traveller embracing her Why not? attitude as her yearly travel itinerary comes to life inside an easyJet hangar transformed into an orange-tinted world: giant beach balls, orange typewriters, water-skiers traversing the tarmac, freezing winter wonderlands, and a man made of flowers who appears, rather naughtily, to be running late for the commercial.
VCCP extended the platform across channels: print, OOH and DOOH featuring choreographed travellers shot by The Wade Brothers, a social competition giving generation easyJet the chance to win their own Why not? adventure, and an immersive experience bringing a European city to the heart of London the following month.
Why it lands
The platform converts a price point into a behavioural permission — the tagline is the impulse, not the discount.
The hangar set literalises the fleet as a stage, making the airline's own hardware the campaign's world.
Integration was planned from day one across ten channels plus experiential, not bolted on after the film.
What you can take
A price can be a philosophy: instead of advertising cheapness, the campaign advertised the impulsiveness cheapness buys — 'Why not?' is the low fare in two words.
Since then
As of the September 2016 launch, the campaign was rolling across TV, VOD, cinema, print, OOH, DOOH, digital display, social, PR and experiential, with the London immersive experience scheduled for the following month.
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