THE GREATEST CAMPAIGN (THAT COULD HAVE EVER BEEN)
What we loved
Taking a brand’s biggest weakness and turning it into their most compelling strength – aka the truth, well told, will always win the day.
How we got there
People really hate Ryanair don’t they? They (let’s be honest, we) always say, ‘never again’, every damn time. And then do it again. And again. And again. And we aren’t alone. Ryanair is by some decent way the most flown airline in Europe. Despite being the most grumbled about too. It got us thinking.
The truth to tell well (aka our strategic proposition) was as follows: nothing beats how cheapest feels. Not reasonable scheduled departure hours, not extra leg room, not sitting next to your wife and kids, not being able to pack enough underwear for the whole trip, not avoiding a plane full of entirely stags and hens, not fancy service or free nuts, not even getting overcharged for a jug of sangria on the beach…because getting the best deal creates a sense of bliss that protects you from everything else.
This led to our campaign: A small price to pay. An idea that took all the perceived sh** bits about flyin’ Ryan and reframed them as proof points for how we endlessly strive to give people what they really want – the cheapest flights money can buy, bar none.
