| Cannes Lions, 2014 | ||
|---|---|---|
| DIRECT LIONS | USE OF DIRECT MARKETING: AMBIENT MEDIA: LARGE SCALE | GRAND PRIX |
| MEDIA LIONS | Use of Media: Use of Screens | GOLD |
| MEDIA LIONS | Use of Media: Use of Outdoor | GOLD |
| PROMO & ACTIVATION LIONS | Use of Promo & Activation: Use of Exhibitions and Digital Installations | GOLD |
| PROMO & ACTIVATION LIONS | Promo & Activation: Digital & Social: Use of Other Digital Platforms in a Promotional Campaign | BRONZE |
| PROMO & ACTIVATION LIONS | Product & Service: Entertainment & Leisure | BRONZE |
| Clio Awards, 2014 | ||
| Engagement | Product/Service: Other | Gold |
| London International Awards 2014 | ||
| Non-Traditional | Travel | Gold Winners |
| Non-Traditional | Interactive Installations | Gold Winners |
CLIENT: BRITISH AIRWAYS
PRODUCT: BRITISH AIRWAYS
ENTRANT: OGILVYONE LONDON, UNITED KINGDOM
TYPE OF ENTRY: USE OF DIRECT MARKETING
CATEGORY: AMBIENT MEDIA: LARGE SCALE
ENTRANT COMPANY : OGILVYONE LONDON, UNITED KINGDOM
ADVERTISING AGENCY : OGILVYONE LONDON, UNITED KINGDOM
PRODUCTION COMPANY : PATRICIA MURPHY FILMS LONDON, UNITED KINGDOM
NAME COMPANY POSITION
EMMA DE LA FOSSE OGILVYONE EXECUTIVE CREATIVE DIRECTOR
CHARLIE WILSON OGILVYONE EXECUTIVE CREATIVE DIRECTOR
JON ANDREWS OGILVYONE CONCEPT CREATOR
JON ANDREWS OGILYONE CREATIVE TECHNOLOGY DIRECTOR
ANDY DAVIS OGILVYONE CREATIVE DIRECTOR
ANDY DAVIS OGILVYONE ART DIRECTOR
LORENZO SPADONI OGILVYONE CREATIVE TECHNOLOGIST
JULIE LAURE COASSIN OGILVYONE PROJECT MANAGER
ALICIA IVESON OGILVYONE ACCOUNT DIRECTOR
CLEAR CHANNEL
Describe The Brief From The Client:
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.
Creative Execution:
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.
Creative Solution To The Brief/Objective:
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.
Results:
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