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.

Within the first few weeks:

Over 1 Million YouTube views

Global Reach: over 350 million

17,000+ Tweets

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

The most talked about piece of airline advertising in 2013

Total earned impressions: 45 million

Featured news in 118 countries globally

Over £750k media savings gained from the new 'pay per play' media deal

Featured by various publications around the globe including:

The Sun, The Mail, The Mirror, Business Insider, Huffington Post, Mashable, Time.

Our ads ran for 6 weeks and were located at both Piccadilly Circus and Chiswick.

We created a YouTube clip of our ad which quickly went viral as soon as it was launched.

The YouTube clip was embedded on britishairways.com as well as being shared on Twitter, Facebook and Instagram using the hashtag #lookup.