Media > Use of Media

MAGIC OF FLYING

OGILVYONE LONDON, London / BRITISH AIRWAYS / 2014

Awards:

Gold Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Presentation Image
Case Film
1 of 0 items

Overview

Credits

Overview

Effectiveness

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:

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

Execution

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.

Strategy

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

BA’s target audience covers both business and tourist travellers. So we targeted them at tourist hotspots (Piccadilly Circus) and the main route to Heathrow Airport (M4). These locations were also along the airport flight path. Business travellers and tourists sometimes gaze at the sky and wonders where a plane is going. We used that insight to help raise awareness on BA’s huge variety of destinations.

Creating something truly engaging to remind us all how magical flying really is.

More Entries from Use of Outdoor in Media

24 items

Grand Prix Cannes Lions
HAPPY ID

Fast Moving Consumer Goods

HAPPY ID

COCA-COLA, McCANN LIMA

(opens in a new tab)

More Entries from OGILVYONE LONDON

24 items

Grand Prix Cannes Lions
MAGIC OF FLYING

Ambient Media: large scale

MAGIC OF FLYING

BRITISH AIRWAYS, OGILVYONE LONDON

(opens in a new tab)