To promote the flight, we wanted to let people sample a bit of Ibiza’s nightlife. And so we carried out an action whith a “party” flavour that appealed to the target at which it was aimed. We charged a small team with bringing, in a van emblazoned with the campaign image, “5 MINUTES OF IBIZA, COURTESY OF EASYJET” to the principal centres of Madrid’s own nightlife scene. Inside the van: two spectacular go-go dancers, a professional DJ and an enormous alarm clock to mark the beginning and end of these five, authentically ibizenco, minutes. The DJ spun records and the dancers go-go-ed, while bracelets mimicking airline luggage tags were distributed. The action was accompanied by an extensive postering of the city’s most popular bars and nightspots, as well as areas of public transit.

The action had surprising results among young people. More than 60,000 units (posters and flyers) were distributed in nightspots, trendy shops and the major university campuses. The street action itself counted for more than 10,000 direct and 25,000 indirect impacts.