Social and Influencer > Craft
OGILVYONE LONDON, London / BRITISH AIRWAYS / 2014
Awards:
Overview
Credits
Execution
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.
Reading the planes location, speed, altitude and call-sign, we created a virtual “tripwire” in the sky, calculating the exact moment our billboards should display our ads.
Our billboards also had their own cloud height sensor, turning themselves off if the base cloud height was too low.
Outcome
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.
Strategy
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.
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