We built the world’s first billboards that reacted to BA planes flying overhead.

Using a special ADSB antenna, we read every aircraft’s transponder data within 200km. The ads not only displayed the flight number, but also where the plane was flying from. Dynamic retail messaging was matched to each route too.

Our billboards targeted a moment.

The exact moment Business Travellers and Tourists, right in the heart of London, looked up at the sky and a British Airways plane flew overhead, we triggered our ad and reminded them how magical flying really is.

We built the world’s first billboards that reacted to BA planes flying overhead. Using an ADSB antenna, we read every aircraft’s transponder data within 200km. The ads not only displayed the flight number, but also where the plane was flying from. Dynamic retail messaging was matched to each route too.

Not only did we have to negotiate an industry first media deal that allowed us to interrupt whatever other ad was being currently displayed, paying just for each activation, we had to create an entirely new ad serving platform, pioneering a new “interrupt” mechanism for the outdoor advertising industry.

Within the first few weeks alone:

Increased traffic to BA.com by 75,000+ unique visits.

Over 1 Million YouTube views.

Global Reach: over 350 million.

It was the most talked about piece of airline advertising in 2013