easyJet wants to make something easier for travellers that often sounds appealing, but in practice can feel complicated: packing almost without a plan and taking a trip at the very last minute.
The company has introduced a new feature, Drop Everything, available within the Inspire Me tool on easyJet.com. It is a new Within 48 hours filter that shows users flights departing in the next two days. Travellers can search destinations by budget, trip type and dates, making it faster to find a city break, weekend escape or sunny getaway without lengthy planning.
The idea builds on a growing appetite for spontaneous experiences and short breaks. According to research cited by the company, 72 percent of people say they feel happier after a spontaneous act. That is the emotion easyJet is now trying to turn into a simpler booking process, from the first impulse to a ticket for a flight leaving almost immediately.
The new feature is accompanied by the Drop Everything campaign, developed with lead digital agency DEPT. Instead of a classic invitation to travel, the campaign appears in places where people are most tied to their everyday routine, from city routes to digital journey planners.
In London, a special billboard has been installed in Borough, showing in real time the moment when someone literally leaves work behind and goes on a trip. Tools are abandoned mid-job, scaffolding is left in place, and the crew is imagined as having just decided to swap the construction site for the airport.
Mobile ads toured high-traffic commuter areas in London, reminding people in the middle of their routine that there is always another option. On Citymapper, ads appeared alongside daily journey plans with a simple alternative: “Or you could go to the airport.”
The campaign will continue on social media. A live gameshow is planned on the streets of London, where passers-by will be able to win prizes, including flights departing within the next 48 hours. Seven influencers have been challenged to genuinely Drop Everything, interrupt their usual content, book a flight and show what an unplanned trip looks like from the first decision to the experience itself.
Bel Moretti, Creative Director at DEPT, said the campaign starts from how and when people use a specific media placement, rather than from a predetermined format. Each appearance, she says, was designed for its own context, which is why the campaign moves away from a generic approach.
The campaign spans OOH special formats, advans, Citymapper, organic social, influencer partnerships and easyJet’s owned channels. Media buying was led by Kepler and T&P.
