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.

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.

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.