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EasyJet highlight digital innovation in new campaign

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Whilst it began life back in the mid-90's as an easy punchline, thanks largely to the larger than life public persona of its founder Stelios Haji-loannou, EasyJet has evolved in the ensuing 20 years to become Europe's leading airline. It's also expanded its low-cost ethos to everything from hotels and gyms to pizzas and cinemas, though the less said about the latter (realistically, a 20p cinema was never going to work), the better. Still, the airline has continued to thrive thanks to its affordable, no-frills approach, and in an effort to keep up with its competitors, it's even developed its own award-winning app that (quite frankly) absolutely trounces similar software available from competing airlines. With its ability to store electronic boarding passes, manage bookings, track flights and check in using a passport photo, it's no wonder the airline is making a song and dance about the app in a new campaign from VCCP, which focuses on the app (which has to date been downloaded more than 12 million times) and it's allocated seating functionality.

EasyJet – Pat Down

EasyJet is lunching two, pan-European, multi-media campaigns, focusing on how the airline is innovating to make travel easier for its customers

Two, pan-European, multi-media campaigns are being launched concurrently, focusing on how the airline is innovating to make travel easier for its customers. The multimillion pound campaigns which in addition to TV include Video on Demand, Cinema, Digital and Social will span eight countries across Europe. They will be launching in the UK this week, and feature voiceovers by British institution and former House MD star Hugh Laurie. Two ads featuring Laurie's dulcet tones have been created to back up these campaigns, both of which have been directed by Roderick Fenske and take a decidedly tongue-in-cheek approach to highlighting to airline's unique innovations. The campaigns débuted days after EasyJet further improved its app with the new “Mobile Host” feature, which guides London Gatwick airport passengers through every step of their journey, prompting them to check-in, reminding them of their baggage allowances and even directing them to their gates with indoor maps.

EasyJet – Stampede

The campaigns will be launching in the UK this week, and feature voiceovers by British institution and former House MD star Hugh Laurie

The first campaign spot (“Pat Down”) is inspired by the tagline “No more panicky pat-downs,” and features a line of passengers performing the “Pat-down dance” at their boarding gates as they frantically search for their paper boarding passes at check in. It serves to highlight the benefits of the mobile boarding technology available to passengers through the EasyJet app, which eliminates the need for rifling through pockets in a last minute panic, enabling customers to have a smoother journey through the airport. As someone who actually flew with EasyJet recently and used the digital boarding pass, I can attest that it really is significantly more convenient. As long as you have a smartphone that is. Then again, who doesn't these days? The second spot (“Stampede”) features dinosaur models from the National History Museum, ands reminds customers that they will be able to “Avoid the stampede” at the boarding gate with EasyJet thanks to the airline's allocated seating as standard policy. Filmed using time consuming stop frame animation, the ad took almost 300 hours to film, but the results are more than worth the effort, with a subtle charm that would have been almost completely absent with CGI. The spots were edited by Cut & Run London with post-production by Absolute Post and sound mixing from 750mph.

EasyJet – Introducing Mobile Host

EasyJet has also further improved its app recently with the new “Mobile Host” feature

Peter Duffy, marketing director for EasyJet, said that “This campaign shows how EasyJet is continually innovating, using technology to make travel easier for customers.” He said their customers are “Interacting increasingly through mobile,” specifically their app, and as such, they are “Continuing to incorporate features that add value to put information literally into their hands.” He adds that “Whether customers are travelling on holiday, on business or visiting friends and family, with EasyJet they can have an experience which takes the stress out of travelling,” and he feels that these campaigns “Really bring this concept to life in an engaging and compelling way.” Roly Darby, business director at VCCP, added that “This was a great opportunity to create two individual pieces of content to better explain how easy it is to fly with EasyJet.” Rather than creating rational, generic product demos, he said “Both films highlight specific moments we’ve all experienced when flying, whilst clearly landing the benefits of the airline.”

Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.

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