Magic of Flying

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Title

Magic of Flying

Advertiser:

British Airways

Year:

2013

Source:

OgilvyOne UK

Product Category:

Travel / Tourism / Transportation

OOH Format:

Digital, Outdoor, Static

Country:

Unite

Objective:

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

Target Group:

Business and pleasure travellers.

Strategy and Media Used:

Static and Digital billboards were used for this campaign. The digital billboards reacted to BA planes flying overhead. A special ADSB antenna to 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.

Results:

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 -most talked about piece of airline advertising in 2013.