The Brief:
Excite and encourage a travel-wary world to get up and go.
The Campaign:
A simple but powerful metaphor for the wonder that travel can spark.
In short:
Imagine you're walking down a street. It's an ordinary street. It's an ordinary day. Then, in the distance, you notice something... odd. You go closer. And as you approach, you see that where a regular door had been, a plane door has appeared. A member of the cabin crew approaches, offering you a chance to go somewhere amazing, but they won't tell you where unless you hop on board.
Why not?
We developed an immersive theatre experience that brought the above idea to life, bringing the streets and canals of Holland to Shoreditch. It launched alongside easyJet's new "Why Not?" print and TV campaign, weaving some of the elements throughout.
The best bit? The idea works best when you could step through to literally any location and from any location, meaning it's an activation easyJet can run again and again.
The Results:
Our plane door really took off. We exceeded every KPI set for the campaign. This included getting 50 pieces of regional, national, international, and online coverage (media value of £1.2 million) and over 2.3 million views of our 360 video of the experience (90% of which were organic). Viewers have spent over 900,000 minutes watching the film - nothing to frown at. We had a potential reach of more than 116m across the UK and Netherlands
Most excitingly of all, in the month our campaign ran, every easyJet route between the UK and Amsterdam experienced a significant year-on-year uplift.
The experience went so well, in fact, that within half a year they'd set up a second plane door, with a third one coming shortly. Who knows where it'll go next?
Coverage & Awards:
PRWeek's ‘Top 5 activations’ for October
"Why not?" made it onto Twitter Moments and Snapchat’s coveted Stories page for London.
"Why not?" made it onto Twitter Moments and Snapchat’s coveted Stories page for London.
Evening Standard's top ‘Things to do in London’
Case study in Campaign
Case study
Press coverage of the immersive experience.
