Cannes Lions

BRITISH AIRWAYS

BBH, London / BRITISH AIRWAYS / 2013

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Case Film

Overview

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Credits

Overview

Description

To help deepen brand engagement for the British Airways 2012 Don’t Fly Olympic campaign we

created a customisable version of the TV commercial using Google Street View API. The activation

lived on Facebook and BA.com and asked people to simply put in their UK post code and press go.

They would then be shown a personalised version of the commercial featuring a BA 777 plane driving past their address with Google Street View. The customisation finished with our Don’t Fly campaign message and #HomeAdvantage hashtag. The activation quickly went viral with 5.5 million unique plays during the Olympic campaign.

Execution

We developed a Super Bowl Super Social creative media approach, it used impactful film in high rating TV spots that sparked excitement and pushed people to branded digital and social engagement platforms.

The Super Bowl TV commercial showed a British Airways 777, full of brimming Olympics fans, driving through the streets of London disembarking at the Olympic stadium.

The Super Social element dove tailed this TV commercial. Using Google Street View API, we created a customisable version of the commercial that lived on Facebook and ba.com.

The app prompted people to type in their UK post code and simply press go. They would then be shown a personalised version of the commercial featuring a BA plane driving past their address with Google Street View.

The personalised commercial finished with our Don’t Fly campaign message and #HomeAdvantage hash-tag that created a pathway to further engagement in social media.

Outcome

Our aim was to create an online activation that would deepen engagement with our Olympic and Paralympic campaign. Our initial KPIs had estimated 100 thousand uses of our customisable activation. By games end, we had achieved over 5.5 million.Through above the line support, digital paid media support and promotion from our own social networks we garnered 42 million activation impressions across the games periods. Users spent an astonishing 60 thousand hours personalising our 60 second TV commercial.We achieved just under 56 thousand social mentions of the activation online, the highest ever number for a British Airways branded activation.

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