easyJet x Eurovision

In-flight activations transformed ordinary journeys into extraordinary experiences. Surprise "Sky High Talent Shows" on flights to Copenhagen entertained passengers with performances judged by fellow travellers and OGAE members, creating a unique and memorable travel experience.

The Eurovision Village in Malmö featured the "Sky High Stage Dive," where fans leaped into a foam pit for a chance to win Grand Final tickets. Each dive, captured on video and shared across social media, amplified the campaign's reach and engagement.

Digitally, easyJet took flight with the infectious Eurovision hype track, "All Aboard the Orange Plane." A collaboration with pop group Scooch, comedian Vikki Stone, and drag artists Tia Kofi and Le Riche, the music video and track generated significant attention across TikTok, Instagram, and YouTube.

Sustained social media engagement throughout Eurovision week ensured continuous visibility and amplified the campaign's impact. The combined efforts successfully linked easyJet with the excitement of Eurovision, reinforcing the airline's "Get Out There" brand message and solidifying its position as a champion of travel and cultural connection.

As the official airline partner of the Eurovision Song Contest 2024, easyJet aimed to leverage the partnership to amplify its "Get Out There" brand platform, celebrating the joy of travel and connecting with the passionate Eurovision fanbase. The challenge was to create a memorable and engaging campaign that resonated with both existing easyJet customers and Eurovision enthusiasts, generating excitement and driving brand awareness.

easyJet launched the "It's Your Show, Get Out There" campaign, encompassing a multi-faceted approach:

• In-Flight Activations: Surprise "Sky High Talent Shows" were hosted on flights to Copenhagen from London Gatwick, Paris, and Milan, featuring easyJet employee performers and judged by passengers, including members of OGAE (the largest Eurovision Song Contest fan network in the world).
• Eurovision Village Activation: A "Sky High Stage Dive" experience was created in Malmö's Eurovision Village, allowing fans to stage dive into a foam pit and potentially win Grand Final tickets. Each dive was filmed and shared on social media.
• Digital Campaign: A Eurovision hype track, "All Aboard the Orange Plane," was created in collaboration with pop group Scooch, comedian Vikki Stone, and drag artists Tia Kofi and Le Riche. The music video and track were promoted across TikTok, Instagram, and YouTube.
• Social Media Engagement: The campaign and activations were promoted across easyJet's social media channels throughout Eurovision week.

The campaign proved highly effective, achieving both strong media impact and positive brand uplift. Most importantly, the activation successfully repositioned easyJet as a disruptive brand, not just in its business model but also in its communication approach. By embracing the unique context of the Paris metro, easyJet effectively connected with consumers on an emotional level, reminding them that the joy of holidays was now just a metro ride away.