easyJet - World Cup tactical

Case study - Objective: Address an issue


The World Cup offers a rare opportunity to tune into an important and exciting event as millions of people unite to support their team. However, for easyJet it poses a problem. For many, World Cup fever takes over and holidaymakers postpone their trips while England are still in the competition. When the World Cup is on, less people fly in the summer months, which is a crucial period for airlines.

In a bid to combat this, easyJet aimed to reach customers in the first 24 hours after England got kicked out of the tournament, to ensure the airline brand was front of mind for post-World Cup holiday bookings. The campaign wanted to embrace the hype, profile and attitude of the World Cup.

Newsbrands reach eight million people who are interested in football every day (PAMCo), which means they were vital to deliver stature, impact and reach. The flexible and timely nature of newspapers also allowed easyJet to react quickly to results as they happened.

Large format ads were cleverly placed alongside relevant editorial and the brand was able to capitalise on Germany’s early exit from the tournament with a cheeky tactical ad, which went on to have a big impact via social media.

We were able to respond to England’s exit from the tournament within a very small window of time, in influential editorial environments and to a highly relevant and engaged audience.

Morwena Francis, UK marketing campaign manager, easyJet