The low-cost airline, EasyJet, launched a European integrated advertising campaign right in the middle of summer holidays, involving media such as television, video on demand, online, display, social and out-of-home. ‘Get Out There’, the campaign's claim inviting people to step out and explore the world, is also the name of EasyJet's new brand platform whose protagonists are those attractions that draw tourists to the main cities of the Old Continent: Leonardo's Mona Lisa, Vermeer's Girl with a Pearl Earring and Michelangelo's David. These masterpieces leave their frames or pedestals to become tourists themselves, experiencing the journey.
In collaboration with the Brand Solutions of IGPDecaux, the airline company created a unique station domination at Milan’s metro station, Isola. The choice of this station on Line 5 was a smart play of words, linking the station's name with the invitation to explore new "islands" and destination together with a very clear message that made thousands of travelers imagine they were being transported to wonderful beaches: “Wouldn't it be nicer to be on an island instead of Isola?”. Another fitting payoff, powerful and motivating, perfectly matched with the metro context: "The escalators of the station become a springboard to new adventures." The campaign's timing was also spot on, by launching it in late July when many people were still deciding on their holiday destinations.
EasyJet creatively and originally seized the opportunity to remind us that it's time to travel and experience new adventures. Opting for a "station domination" strategy was a highly effective initiative, which allowed to take full advantage of the advertising space and capture travelers' attention with creativity and visual impact.
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