Brand owner: easyJet
Lead agency: OMD UK, VCCP
Country: United Kingdom
Media channels: Online video, Outdoor, out-of-home, Programmatic display, Social media, Television, Video on demand
Budget: 10 - 20 million
Having overcome a stagnant marketplace following the 2009 recession, easyJet, the British low-cost carrier airliner, took a bold move by radically changing its media mix; cutting performance budgets and introducing brand TV for the first time.
The success of this move was then faced with a new challenge in 2016; another gloomy marketplace following the exchange rate crash after the Brexit vote was compounded by fiercely increased competition. Also faced with media planning challenges from our audience's rapidly evolving video habits, we endeavoured to super-charge our beloved brand-building TV with a rigorous total video plan, founded in the latest data and technology opportunities.