The objective was to raise awareness of the breadth of destinations offered by British Airways, their new routes and frequency of flights inspiring people to book.

We wanted to do it in a truly engaging way to remind us all how magical flying really is.

The idea was to involve passing commercial airliners, 15,000 ft of sky and ADSB antenna to create the world's first posters to react in real time to BA planes flying overhead.

The posters, which ran for 6 weeks, displayed the real flight number and destination of each BA plane as it flew past each poster. Dynamic retail messaging EG: the price of a ticket to that destination or number of departures per day, was displayed too.

You could then find out more about the destination or buy a ticket via a link to dedicated pages on the site.

Within the first few weeks:

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

Over 1 Million YouTube views

Global Reach: over 350 million

17,000+ Tweets

The most talked about piece of airline advertising in 2013

Total earned impressions: 45 million

Featured news in 118 countries globally

Over £750,000 media savings gained from the new 'pay per play' media deal

Featured by various publications around the globe including:

Huffington Post, Times, The Sun, The Mail, The Mirror, Business Insider, Mashable

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 displayed real flight data: the flight number and where the plane was flying from. Dynamic retail messaging was matched to each route too. People were driven to the 'Look Up#' site where they could find out more about the poster and explore the destinations and even weather reports, and then book a flight.