Europe by easyJet

This case study explains how the marketing department at easyJet, the airline, led the delivery of a rapid transformation across the company, and a repositioning of the brand.

Europe by easyJet

OMD UK, VCCP

Executive Summary

From 2010 onwards, easyJet boldly repositioned from a pure low cost proposition, to a customer-centric, affinity-driving brand. Our media strategy also radically shifted, from a historically effective traditional price/response model to a longer-term brand building strategy centred around the campaign theme "Europe by easyJet".

Resulting improvements in brand perception, consideration and conversion reaped extraordinary commercial dividends as a result.

The less well-known aspect of the story is how marketing would lead the way in delivering rapid transformation across all aspects of the customer journey experience, from the creation of a class-leading Mobile...

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