The brief

Whilst the world got to grips with the COVID-19 lockdown we were busy working on Jet2’s Easter activation, but soon faced a dilemma; how can you give away holidays when your whole fleet is indefinitely grounded? But whilst people may not be able to leave their homes (let alone fly!), they still want to engage with their favourite brands; and with Jet2’s customer sentiment at a real high due to their superb repatriation efforts, the decision was made to ‘crack on’.

So we made some last-minute adjustments, and focussed all our efforts on building buzz, excitement and some much needed hope at a time when people have never been in more need of a holiday.

The solution: A true 'pick up and play' mechanic

Often the user journey for brand competitions can be long-winded, and the quality of the experience doesn’t always match up to the value exchange of data given by the user. This is something we’ve been working on for years - getting users to the action faster by optimising the onboarding process then serving up a fun, engaging mechanic that keeps them coming back for more.

The beauty of this campaign is the flexibility for the user - they could enter once in a matter of seconds, or alternatively put in some effort and gain hundreds (or thousands!) of additional chances to win.

The results

• 270k unique users
• 28m plays
• 70k new opt-ins 

“Engage have once again delivered a high-quality and fun Easter campaign, which has allowed us to successfully engage with our customers in a very challenging time.”

Rachel Williams, Partnerships and Campaigns Manager, Jet2