about

British Airways is the United Kingdom’s largest airline in terms of fleet, routes and revenue.

Building awareness across its many global destinations is a priority for the airline.

challenge

Refresh awareness of British Airways and its destinations, and inspire travel bookings.

solution

OgilvyOne developed digital billboards in Chiswick and Piccadilly in London, which interact with aircraft in the sky thanks to custom-built surveillance technology.

The system tracks British Airways flights and interrupts non-BA content on the digital display when one passes overhead. The billboard then shows  a video of a child pointing at the plane, accompanied by its flight number and point of departure.

impact

Over 43,300 unique visits to the ba.com/lookup webpage.

Over £750,000 media savings gained from a new trading model of buying on a “pay per play” basis.

Over 1.3 million online video views. Over 45 million earned social impressions. Hashtag #lookup used over 3,400 times, trending on Twitter.

Featured in over 364 published articles in 118 countries around the world.

Awarded Direct Grand Prix at the Cannes Lions International Festival of Creativity.

Honored for Best Use of Data Driven Media as well as in two other areas by the 2015 Webby Awards. 


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