Creating new category entry points& over 85 pieces of press coverage
The enemy of an airline? Empty seats. The cause of empty seats? The daily grind. And yet, 72% of people said they feel happier after being spontaneous. The cost-of-living crisis is making people think twice before saying yes. And with uncertainty dominating the headlines, the UK was settling for routine over spontaneity. For easyJet, it meant missed revenue. But for them, it meant more, it meant missed memories. We had to change the way people booked their next trip. The solution was hiding in plain sight. easyJet was already built for last-minute escapes. Low fares. On over 700 flights a day. To over 150 places. So, we gave the UK two words: Drop Everything A rallying cry for a nation stuck in a routine. Turning everyday frustrations into reasons to depart. And urging them to jump on a flight leaving in the next 48 hours.
DROP
·
EVERYTHING
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DROP · EVERYTHING ·
One idea. An ecosystem of content.
First, we rebuilt the site to make it effortless
to find an ultra-last minute flight.
Then, we told everyone about it.
A billboard was left abandoned.
A national radio host left mid-show
Influencers dropped everything.
Then, we used targeted media to find those whose routines were getting in their way.
Citymapper suggested alternative routes.
AdVans interrupted daily commutes.
A social ‘deal or no-deal’ inspired activation challenged the British public to drop everything on their lunch break.
