Ryanair - Price Comparison

Ryanair - Price Comparison

Ryanair is claiming a first for the airline industry with a campaign that compares its fares and complaints record against rivals EasyJet and British Airways in the UK.

The comparison was built on Civil Aviation Authority (CAA) records of formal complaints against the three carriers. The ad is voiced by English up and coming comedian Doc Brown.

Speaking to The Drum , Ryanair’s CMO Kenny Jacobs, said the campaign was inspired by German discount grocer Aldi which has run similar tongue-in-cheek style comparison adverts to great effect in a bid to highlight its quality and value proposition.

Jacobs said the airline wanted to avoid the predictable creative route most airlines take of a “white Caucasian family on a beach.” “It’s very samey,” he said. “This is a fare and service comparison ad which is a first for the industry.”

Different competitors will appear in the print ads depending on the region where they run. For example, in Ireland Ryanair pits itself against Aer Lingus.

This ad is the latest work product of creative agency Dare, which has guided Ryanair through the tricky 18-month transition of establishing itself as a customer-centric brand under its ‘Always Getting Better’ campaign.

“[Ryanair] wanted to be seen as more of a retailer than an airline. Like a retailer it’s trying to offer more at great value,” explained Brian Cooper, creative partner at Dare. “That’s how it’s trying to talk and from a [strategic creative] point of view that’s quite a radical shift.”