In the first stage of the campaign we aimed foreigners travelling to Berlin, asking them about insider tips about their home cities, and providing them with the eJ tote bag, turning them into walking advertisements and tourist guides in Berlin.
Using all the information that we got from them, we created a microsite where Berliners could easily find what to do in destinations offered by eJ, but that they wouldn‘t find in a common turist guide.
For the second stage we prepared a guerrilla action, turning orange (with our bags) three different spots in Berlin, where young people usually meets.
The results: In about one hour every bag had been taken, and we achive our goal, to increase the traffic in easyJet‘s website and more important, also the bookings from Berlin to Europe.
