Wizz Air

To define our creative strategy, we needed to understand travellers’ motivations when they’re in the early planning phase of their trip.

We uncovered two key factors that emerge in the decision-making process:

• 37% of travellers say that cost is the most important factor when choosing an airline
• Brands with higher trust & reputation resulted in higher purchasing intent

With these two variables in mind, we conducted an A/B creative test to determine which messaging – price-led or brand-led – was most compelling to new airline customers.

DV360’s built-in experimentation tool enabled us to measure which creative type drove the highest engagement from our audience in a way that was statistically significant.

The test was conducted in Italy, one of Wizz Air’s key markets, during its two-month autumn branding campaign. Our audience targeting comprised a mix of in-market, affinity and custom audiences curated to reach users with an affinity for low-cost travel. When measuring success, as this was an awareness campaign, we optimised towards both clicks and click-through rate (CTR), alongside reach.

The price-focused creative featured popular destinations for Wizz such as Budapest, Vienna, London and Marrakesh, while the brand-focused creative included inspirational messaging and Wizz Air branding.

To ensure a fair test, we standardised all elements, including targeting, budget, and pacing, across both creative types.