Holidoorways
easyJet
Issue 60 | September 2021
Agency
VCCP
Creative Team
Creative Directors Shirin Majid, Dave Masterman Associate Creative Director Will Aslett
Production Team
Technical Production Director Nate Hulley Senior Digital Producer Masuma Rahman Content Editor Caroline Denby Junior Integrated Producer Katie Miller
Other Credits
Business Director Alex Dalman Account Director Emma Harvey Account Executive Lucy Roberts Planner Camila Toro
Date
June 2021
Background
Following on from their ‘3 Minute Escapes’ campaign on Instagram, low-cost airline easyJet wanted to tap into the elements about travel people were missing most as a result of Covid-19. The anticipation, the discovery, the sights and sounds of somewhere new.
Idea
'Holidoorways' was a social-first campaign featuring five different, innovative AR filters which opened up idyllic locations in Santorini, Venice, Zante, Nice and The Algarve. It was created specifically to bring exotic holiday destinations into people’s homes and encourage them to plan trips sooner rather than later.
The filters championed escapism by making viewers feel they were stepping through their bedroom doors straight into another world.
Results
Over 14 million media impressions led to 850,000 views, 4,400 opens and 5,700 interactions.
Our Thoughts
I tried to sell this idea to a couple of clients after creative technologist Ben Tan did something like it four years ago at Google.
The joy of AR is that through your mobile phone you can be transported from a bus stop in the city in the rain and in the dark to a golden beach or a deep blue sea far away, somewhere you’d much rather be.
That’s the power of this idea. It’s not so much about where you’d like to go as how much you don’t want to be where you are. If easyJet can get to own this emotional space the rewards could be astronomical, as and when we start flying again.