{"id":11188,"date":"2018-06-01T10:09:07","date_gmt":"2018-06-01T09:09:07","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11188"},"modified":"2020-08-25T20:34:06","modified_gmt":"2020-08-25T19:34:06","slug":"business-sense","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/easyjet\/business-sense","title":{"rendered":"Business Sense"},"content":{"rendered":"<div class=\"lazyblock-video-Z1cj44 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/106298636?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-DdxQA wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          We wanted to make flying easyJet for business a badge of honour.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><strong>What was the challenge?<\/strong><\/p>\n<p>To make flying easyJet for business a badge of honour and thus reverse the misconception of a trade off between price for quality.\u00a0<\/p>\n<p><strong>How did we meet that challenge?<\/strong><\/p>\n<p>Our creative idea \u2018Business Sense\u2019 celebrated business people who rejected establishment thinking and embraced a more progressive and efficient way to do business &#8211; redefining the category.\u00a0<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-ZJ5JCI wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n    <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m20s126-2.jpg\" alt=\"\" class=\"lazyload img-fluid\">\n\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-20feH5 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <h4>Off the back of our work we&#8217;ve seen a 25% increase in seat sales, improved revenue per seat by 5.9%, and seen business travel become one of the biggest success stories for easyJet; just under a fifth of their passengers are now people who are travelling for business.<\/h4>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"template":"","class_list":["post-11188","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["992"],"client_id":"10360","hero_video":"","hero_image":{"ID":11825,"id":11825,"title":"vlcsnap-2019-05-16-11h39m46s768","filename":"vlcsnap-2019-05-16-11h39m46s768.jpg","filesize":129107,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/easyjet\/business-sense\/attachment\/vlcsnap-2019-05-16-11h39m46s768-2","alt":"","author":"3","description":"","caption":"","name":"vlcsnap-2019-05-16-11h39m46s768-2","status":"inherit","uploaded_to":11188,"date":"2020-08-25 13:04:18","modified":"2020-08-25 13:04:18","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m46s768-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"meta-title":"Business Sense","meta-description":"Business travel has become one of the biggest success stories for easyJet; 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With answers ranging from chocolate wizardry, to being made by the same people who made crop circles, the campaign aims to bring in a new younger shopper, as well as retaining the core audience.\\u003cbr \/\\u003e\\u003cbr \/\\u003eThe question \u2018What makes it so Twirly\u2019 is explored through a campaign celebrating the distinctive curls, twirls and swirls of a Cadbury Twirl through TV, VOD, Social, Digital and content partnerships across an 11 week campaign, where fans will be immersed into the world of Myles and Sarah and truly celebrate the uniqueness of a Cadbury Twirl.\\u003c\/p\\u003e\",\"blockId\":\"pSW3H\",\"blockUniqueClass\":\"lazyblock-two-column-text-image-top-aligned-pSW3H\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We are really proud of this work...the next step on our Cadbury journey. It's so unusual, so simple and so charming, all at once.\",\"quotee\":\"Darren Bailes, Executive Creative Director (VCCP)\",\"blockId\":\"p2AEh\",\"blockUniqueClass\":\"lazyblock-quote-full-width-p2AEh\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"282475336\",\"blockId\":\"ZmbpmE\",\"blockUniqueClass\":\"lazyblock-video-ZmbpmE\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"What makes it so twirly?","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"twirl","to_ping":"","pinged":"","post_modified":"2020-08-24 13:32:51","post_modified_gmt":"2020-08-24 12:32:51","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10952","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11010,"post_author":"1","post_date":"2017-05-30 14:53:50","post_date_gmt":"2017-05-30 13:53:50","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"287108552\",\"blockId\":\"1HI4m0\",\"blockUniqueClass\":\"lazyblock-video-1HI4m0\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eTheir convenience, their ability to think for us, and the way in which they make life easier is what makes them all the more desirable. But, this has caused an unwanted and unprecedented challenge to the camera category. And where we have seen an obvious increase in smartphone sales, cameras have fallen sharply, leaving the retail sector focussing its energy and investment in phones and other other similar technologies.\\u003c\/div\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003eCanon saw their buyers falling out of love with the category, as their products were being\u00a0were being over-casted by new technologies in the retail space. They also faced a constant challenge in the manner in which their products are presented in store. Principally, their products are sold through on and offline mass and independent resellers, meaning that Canon have no control over their brand and are not able to create brand consistency from store to store, or reflect the premium flair that they want to.\\u003c\/p\\u003e\",\"quote\":\"It\u2019s no big headline that smartphones are dominating the way we live of our lives.\",\"blockId\":\"Z1ecwW7\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1ecwW7\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image56%22,%22caption%22:%22%22,%22id%22:11018,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11018%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image56.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image58%22,%22caption%22:%22%22,%22id%22:11017,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11017%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image58.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image69%22,%22caption%22:%22%22,%22id%22:11016,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11016%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image69.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image66%22,%22caption%22:%22%22,%22id%22:11015,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11015%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image66.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image68%22,%22caption%22:%22%22,%22id%22:11014,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11014%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image68.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"GlV0K\",\"blockUniqueClass\":\"lazyblock-carousel-GlV0K\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eYears of a \u2018build it and they will come\u2019 mentality has meant that as bottom-line pressure increased, price and promotion became the default response.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eWe saw the need to behave as the market leader, not simply through product, but through shopper insight and commercial acumen too, to show retail partners the growth opportunities that can be derived from shopper needs, rather than purely through range.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eWe conducted a multi-market retail audit and developed a category leading Shopper Journey Program to build best in class insight on their needs, behaviours, barriers and triggers.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe clearest insight from our work was that the shopper experience was hampering the customer\u2019s experience and therefore limiting trade. This was down to multiple factors from poor navigation, lack of segmentation, lack of inspiration and lack on information. All of which were resulting in the failure of the retail in converting shoppers successfully.\u00a0\\u003c\/div\\u003e\\n\\u003cp\\u003eThis fuelled a retail brand re-skin in 2017 and a host of growth driver programs which are currently progressing to live market trials.\u00a0\\u003cbr \/\\u003e\\u003cbr \/\\u003eAs part of the global communications strategy for Canon, we designed the Retail Brand Design system toolkit. We utilised the iconic semiotics of the brand to ensure that the brand was represented consistently across every touch-point and to make sure it achieves immediate recognition, maximum disruption and clear recall. The system is designed to drive conversion in a range of scenarios from stand alone to seasonal campaigns and NPD launches.\\u003c\/p\\u003e\",\"quote\":\"Historically, the camera market has never had to work hard for sales.\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22image70%22,%22caption%22:%22%22,%22id%22:11020,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11020%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image70.jpg%22%7D\",\"blockId\":\"1VrbJc\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1VrbJc\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eThe system was also designed to be simple and efficient\u00a0 so that it can be used and rolled out by all local markets and general managers.\\u003c\/h4\\u003e\",\"blockId\":\"DUYq5\",\"blockUniqueClass\":\"lazyblock-text-full-width-DUYq5\"} \/-->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22text%22:%22%3Cp%3E2017%20saw%20the%20roll-out%20of%20this%20system%20across%20all%20retail%20channels%20from%20digital%20to%20mass%20and%20specialist.%20Beginning%20with%20core%20performance%20outlets,%20all%20new%20store%20upgrades%20are%3C\/p%3E%22%7D,%7B%22text%22:%22%3Cp%3Enow%20being%20launched%20in%20this%20new%20model%20and%20Canon%20is%20now%20delivering%20on%20one%20coherent%20brand%20experience%20across%20its%20stores%20and%20converting%20shoppers%20successfully.%C2%A0%3C\/p%3E%22%7D%5D\",\"blockId\":\"Z12jl6N\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-Z12jl6N\"} \/-->","post_title":"Live for the story","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"canon-lfts-retail","to_ping":"","pinged":"","post_modified":"2021-08-02 15:32:17","post_modified_gmt":"2021-08-02 14:32:17","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11010","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11511,"post_author":"1","post_date":"2018-09-04 14:52:00","post_date_gmt":"2018-09-04 13:52:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"288790222\",\"blockId\":\"2eoub2\",\"blockUniqueClass\":\"lazyblock-video-2eoub2\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eWe recognised the power that mobile technology can have as a window out to a universe that is full of potential. So the new brand strategy for O2 drew on their founding insight about the importance of digital oxygen to help everyone feel more alive - from staying social, starting passions and making memories.\\u003c\/div\\u003e\\n\\u003cp\\u003e\\u003cbr \/\\u003eWe built on O2\u2019s longstanding heritage of launching standout campaigns, and our supporting multi-million advertising campaign aims to inspire the public to think about their individual roles within the universe, rallying them to \u2018breathe it all in\u2019 and demonstrating the role that O2 can play to kick start new experiences.\\u003c\/p\\u003e\",\"quote\":\"A bold, new strategic and creative direction for the iconic O2 brand, returning to its roots as a breathe of fresh air for the whole sector.\",\"blockId\":\"BnNi4\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-BnNi4\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22image39%22,%22caption%22:%22%22,%22id%22:11513,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11513%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image39.jpg%22%7D\",\"blockId\":\"ZKUTI3\",\"blockUniqueClass\":\"lazyblock-image-full-width-ZKUTI3\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image116%22,%22caption%22:%22%22,%22id%22:11516,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11516%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image116.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22image118%22,%22caption%22:%22%22,%22id%22:11515,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11515%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/image118.jpg%22%7D%7D,%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22288792700%22%7D%5D\",\"arrow-controls\":true,\"blockId\":\"Z2g0NCR\",\"blockUniqueClass\":\"lazyblock-carousel-Z2g0NCR\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eThen, on 1st September, our hero\u00a0TV advert broke on ITV during the X Factor. Featuring and narrated by British spoken word artist George the Poet, the ad twists and turns through the beginnings of the cosmos moving through planets, stars and moons. As George breathes in his surroundings, the audience suddenly crests over a colourful blue planet \u2013 Earth \u2013 before plunging underwater and breaking through the surface of the ocean to reveal the night sky. The ad is set to the single Loud Places ft Romy by Jamie xx, also part of band The xx, that last year set the record for the longest run of sold out shows at O2 Academy Brixton.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003eA major fully integrated campaign followed, featuring bespoke social first vertical content on channels including Facebook, Twitter, Instagram and Snapchat, as well as partnerships with premium content creators interpreting what \u2018breathe it all in\u2019 means to them. Cinema, broadcast and programmatic video on demand also amplified the creative across visual platforms, while digital out-of-home was rolled out across animated large formats nationwide.\\u003c\/p\\u003e\\n\\u003cp\\u003eO2 will also be the first UK brand to use sky recognition technology in a Snapchat world lens. The lens allows Snapchatters to point their phone at the sky to see it transform into the cosmos with George the Poet\u2019s lyrics appearing as words of inspiration. In retail, O2 stores were transformed to feature new highly impactful window creative, aligned with digital and social.\\u003c\/p\\u003e\",\"quote\":\"It launched with some of the biggest the biggest out-of-home spots in the UK.\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22jpeg%202%22,%22caption%22:%22%22,%22id%22:11514,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11514%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/jpeg-2.jpg%22%7D\",\"blockId\":\"Z1tk0vO\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1tk0vO\"} \/-->","post_title":"Breathe It All In","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"breathe-it-all-in","to_ping":"","pinged":"","post_modified":"2020-08-25 19:52:16","post_modified_gmt":"2020-08-25 18:52:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11511","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"related_content_title":"YOU MAY ALSO LIKE","visible_on_home_page":[],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/11188","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=11188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}