Easyjet - How 20 Years Have Flown

Easyjet - How 20 Years Have Flown

With the theme “How 20 Years Have Flown,” EasyJet launched a TV-led multichannel brand campaign that aims to shine a light on people’s own travel journeys.

The TV ad debuted in the UK during the opening Rugby World Cup game where England will take on Fiji and and uses a ferris wheel to demonstrate the passing of time while telling the story of a couple who meet and fell in love on an easyJet flight.

On social media and a microsite , EasyJet asks customers to send in “iconic” images from their Easyjet travels over the years, using the hashtag #timeflies.

The airline will print those customers’ pictures in a collage on a special 20-year edition EasyJet plane. It will also curate a content marketing effort, with ‘top 20’ lists and guides for customers.

According to EasyJet marketing director Peter Duffy, the airline started by asking customers whether there was any relevancy in celebrating its 20th birthday.

We did research with customers to ask ‘was it even relevant to talk about our birthday or do self congratulatory work?’ What we found is that consumers really recognised the journey as a metaphor for their own travel journey.

While the campaign is labelled as TV-led, Duffy emphasises that video content is consumed by customers on the platforms they prefer. “When I think TV, I mean video content and people will receive that on whatever device they choose.”