WISE Marketing Plan
A WISE × EasyJet campaign designed to reach budget-conscious travellers at the moment travel, money and hidden-fee anxiety overlap.
Background
The challenge was to make WISE feel relevant at the point of travel.
WISE already had a clear transparency advantage, but the campaign needed to make that benefit visible when travellers were actively thinking about flights, spending money and hidden fees.
Context
Travellers are increasingly aware of exchange rates, hidden charges and budgeting stress when planning holidays.
Problem
WISE competes against banks and fintech apps that also promise convenience, low cost and digital-first money management.
Opportunity
EasyJet offered a high-intent travel moment where WISE could appear as a useful add-on rather than a generic finance product.
Project Description
The campaign positioned WISE as the simple, transparent way to manage money abroad, embedding it in the EasyJet checkout flow and reinforcing the message through social travel-hack content, a competition mechanic, and airport, inflight, and out-of-home placements.
My Role
I translated consumer behaviour into campaign strategy by combining PESTLE analysis, competitor mapping, and a budget-traveller persona to identify WISE's positioning opportunity, then built the full communication mix across booking, social, OOH, website, and inflight placements around the moment where travel desire and financial reassurance meet.
Process
The process moved from market context to behavioural strategy.
The campaign was built through a set of marketing and consumer behaviour frameworks that helped define the audience, message, touchpoints and KPIs.
Analyse
Used PESTLE and competitor mapping to understand fintech, banking and travel-money positioning.
Define
Built a persona around Dimitri, a budget-conscious traveller seeking confidence, convenience and transparent fees.
Design
Used Nicosia, Nudge Theory and Bain’s Elements of Value to shape the campaign message and customer journey.
Measure
Applied the RACE framework to set KPIs across reach, act, convert and engage.
Top-Down Model of Customers
Customers Decision Making Process
Persona
EasyJet x WISE B2C relationship
Insights
The campaign worked best when WISE was framed as reassurance, not just payment.
The strongest insight was that fees are emotional. Hidden costs create anxiety, uncertainty and a loss of control when people are trying to enjoy travel.
Consumer insight
Hidden fees are not only financial. They create stress around budgeting, exchange rates and control abroad.
Campaign response
The campaign frames WISE as a reassurance tool that makes spending abroad feel clearer and smoother.
Consumer insight
Timing beats awareness: relevance matters more when the message meets a live customer need.
Campaign response
The communication mix follows the traveller across booking, social discovery, airport, inflight and post-trip moments.
Consumer insight
Travel is the trigger: people become more receptive to money tools when booking and planning a trip.
Campaign response
WISE appears inside the EasyJet journey, where the need for travel money already feels immediate and useful.
Consumer insight
EasyJet adds familiarity and trust, reducing hesitation around trying a financial service.
Campaign response
The partnership borrows credibility from a known travel brand and places WISE in a low-friction booking context.
Campaign Approach
The idea was to embed WISE across the full travel journey.
Instead of running WISE as a standalone fintech ad, the campaign made it part of the traveller’s planning, booking, sharing and spending journey.
Book
Offer WISE as a useful travel-money add-on during EasyJet checkout.
Share
Use a TikTok travel-hack competition to turn the campaign into social participation.
Repeat
Reinforce the message through airport, inflight and travel-site placements.
EasyJet x WISE Inflight advert concept
EasyJet x WISE Checkout Promotion Concept
EasyJet x WISE Billboard concept
EasyJet x WISE Social Media Competition Concept
Developing Actions
The KPIs measured awareness, action, conversion and loyalty.
The campaign used the RACE framework to link communication activity to measurable funnel outcomes.
Reach:
Extend brand visibility and grow awareness through digital marketing and content, by aiming to increase website traffic by 30% and click-through rates by 22%.
Act:
Gain 15,000 competition entries for the holiday prize after 6 months. The metrics used are total entries, social media engagement, and sign-ups to WISE.
Convert:
In 2 years, acquire 10,000 new WISE customers directly through the EasyJet integration in the booking system, using the metrics of new WISE account registrations and conversion rate ofEasyJet referrals from complete registration.
Engage:
The campaign aimed to increase repeated EasyJet bookings using WISE integration by 15% within one year (minimum two bookings per customer), and grow monthly currency exchange frequency by 20% after two years, measured by average transactions per user and reactivation rate.
Learning & Skills
The project sharpened how I connect insight, media and behaviour.
The strongest learning was that a good campaign is not just a message. It is the right message, in the right context, at the right behavioural moment.
Partnership strategy
Understanding how one brand can borrow relevance and trust from another through context.
Integrated planning
Designing a campaign across social, booking, website, airport and inflight touchpoints.
Consumer behaviour
Using frameworks to understand motivation, anxiety, decision-making and adoption.
Insight translation
Using persona and empathy work to turn a broad fintech audience into a sharper travel segment.
Strategic positioning
Turning transparency and low cost into a campaign proposition travellers can immediately understand.
Measurement
Connecting creative ideas to funnel KPIs across reach, act, convert and engage.