The ‘It's Easy with Us’ campaign aims to reintroduce EasyJet into the spotlight by enhancing and reinforcing its friendly brand identity and positioning them as more than just a low-cost airline but as something more professional and easily accessible.
My responsibilities included brand research, the ideation, conceptualisation and design of the copy campaign alongside the design of the hijack campaign.
COPY CAMPAIGN
The copy campaign aimed to use humour and simple puns to showcase the range of destinations that easyJet flies to in Europe since a majority of trips made by UK residents are to Europe. The most popular European destinations usually come to mind when one thinks of Europe. The copy uses simple and easy-to-understand puns based on tourist locations and pop culture references that are well-known and recognisable by most consumers. The call to action in the copy campaign is straightforward and clearly stated in the form of persuading the audience to take action immediately and book a trip to their favourite destination.
The primary ad for 'Italy' uses the Gestalt Principles. This campaign was designed to be delivered through out-of-home media channels. So the copy follows a flow, and the bolded text is the primary point of attention. With the bolded text 'Pasta,' 'Italy,' and 'easyJet,' the audience is given a 'when, where, and how' to link the message to the brand and the puns add to the humour of the copy.
HIJACK CAMPAIGN
The hijack campaign was based on relevant current events and socio-political crises faced in the UK. This campaign aimed to give the audience some simple advice on how they can cut down on their energy bills based on a few absurd practices that one must follow to save energy. Through the campaign, the message conveyed how to escape this environment simply by booking an inexpensive trip!
This campaign is designed to intrigue the audience since most 'helpful' advertisements do not often have a dark colour scheme.
