The Brief: Demonstrate the depth of experiences that Europe has to offer

Most low-cost airlines have failed to invest in creating a unique and inspiring travel experience for their customers. By relying solely on low prices and deals, they miss out on the opportunity to create a deeper connection with customers and provide more memorable travel moments.

easyJet’s key objective was to seize the opportunity of our audiences' changed perspective; using its extensive European network to help steer our audience away from clichéd tourist destinations and inspire them towards novel and exciting experiences.

Objectives included:

Create a new experiential route to market for the easyJet brand

High level of social quality engagement, measured by the number of participants and completion rates of the experience compared to industry benchmarks

Showcase easyJets European Network of routes to 153 airports

Earn media impressions that surpass the paid media investment

Introducing Listen&Book, a groundbreaking digital and social activation that uses data-driven insights to provide personalised travel suggestions based on your music. In collaboration with Spotify, the platform analyses users' listening habits to inspire their next easyJet getaway. Users can share their unique 'vibe' and top three personalized travel recommendations on social media.

This approach highlights easyJet's European network and offers tailored experiences beyond typical tourist spots, setting easyJet apart and refreshing its brand presence. The system analyses musical attributes like tempo and danceability to suggest travel vibes ranging from Calm to Rebellious. Using social media data to feature lesser-known European destinations, experiences are allocated to each vibe. Users can directly book flights to these destinations with easyJet.

In a digitally saturated market, Listen&Book demonstrates how brands can effectively engage customers with meaningful, personalised insights, cutting through the noise and resonating deeply with their audience.

easyJet brand post-pandemic strategy was designed to transcend the industry’s one-dimensional promotional tactics and tap into the rich experiences travelers seek. This strategy uses easyJet’s vast European network to celebrate the deeper value of travel.

Collaborating with agency partners, media, PR, clients, and social, UX, and digital specialists led to an innovative solution.

The opportunity: Creating a new route to market through music

Music like travel is a universal passion providing extensive customer data. Music can transport us anywhere. The playlist we enjoyed in Rome or the song that kept us going in Ibiza. Music choices can reveal a lot about you.

So, what if we could leverage travellers' music habits to gain insights into where they might want to go next? We could uncover valuable information to offer tailored travel inspiration and invent a new way to book more meaningful travel experiences.

As part of the wider easyJet brand campaign, this innovation propelled easyJet to surpass its biggest rival, British Airways, as the airline with the highest brand consideration in the UK, solidifying its position as a leader in the airline industry.

Listen&Book witnessed resounding success across five European markets: the UK, France, Germany, Switzerland, and Italy. Within one month, engagement on the platform reached an astonishing 150k users. Of the 150k people who used Listen&Book, 1 in 6 clicked through from their recommended experience to the easyJet website.

The completion rate was nine times higher than Spotify's benchmark, proving that innovative approaches and personalised travel inspiration can yield exceptional results.

The success of Listen&Book didn’t go unnoticed, garnering attention across different categories and media. Impressions from earned media and PR exceeded 6.7 million.