easyJet Spring Menu social media promo (UK).
Creative Director
easyJet are a British low-cost airline that fly to over 150 destinations across Europe. As part of their customer experience they have an inflight magazine available in three flavours - UK, EU and SUI - that showcases products and offers available to buy on board.
Each Spring they promote the launch the new magazine across their media channels with a number of digital assets. easyJet came looking for a video to post across their UK instagram and facebook accounts that would cut through noise and grab their audiences attention, showcase some top level offers and reflect the brands ‘Happy Spring time vibe’.
The Concept
A catchy feel good promo bringing to life products in a dynamic edit of vibrant spring colours.
promo
The Result
A dynamic promo driven by feel good music that cuts through and sticks in the head.
Creative direction
For me, the key personality in this video is the music. This was a Springtime launch with vibrant photography so it felt perfect for a promo driven by a springy, energetic and upbeat music bed. I was keen to get this track in the project and once the client heard it they were caught by its hook too! This then set the tone for the video and led the way for the production.
Editing was driven by the music, but relied upon the editor and myself finding interesting ways to cut between products while allowing enough all-important dwell-time
Timing needed to be worked and reworked to give enough breathing room but still hit the right beats
Collaborating with the client to get the right mix of information and entertainment throughout to be an engaging but informative promo
Styling was designed to resemble that magazine issue. A consistent look and feel creates a coherent campaign which is key for audience understanding and engagement.
The Outcome
With a happy client the final promotional video went out across easyJet’s social channels. While we weren’t involved with the social strategy, it focussed on targeting easyJet’s established audience. With almost half a million Instagram followers and 1.8 million on Facebook, the video had a huge potential audience. And metrics showed it was well received, with high view rates translating to above average reach rates as well.