Client:
Easyjet

Objective
To position easyJet as the airline leader in the route Milan - Stockholm.

Target
Final consumer.

Strategy
To take advantage of the easyJet advertising campaign, realized to promote the route Milan - Sthockholm, which appeared in Milan in the weeks before of the flash mob. The campaign showed a Sweden handsome boy with the Santa Claus cap.

Activities
On November 28th Aida Partners Ogilvy PR organized a flash mob at the Milan Railway Station which involved 30 Santa Claus/dancers.

At the beginning the dancers were  dressed as ordinary citizens and mixed to the unaware passer-by. When the music started, all of them began to take off their clothes, remaining with the Santa Claus uniform and an orange t-shirt (which promoted the route), and danced an enjoyable choreography between the passengers.   

At the end of the performance all the Santa Claus moved from the Railway Station to Piazza del Duomo where they simulated a protest complaining about the discomfort of the traditional sledges to flight on the skies of Europe.

The “protest” moved in front of the headquarter of Visit Sweden, the Sweden official office travel, showing banners in which they asked to put in the basement the old and uncomfortable sledges (and maybe to get free the reindeers), preferring flight with easyJet!