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

We wanted to create something truly engaging to remind us all how magical flying really is.

We targeted every moment a BA plane flew overheard, raising awareness of the huge variety of destinations. This captured people’s imaginations and inspired them to book a flight.

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.

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