Ogilvy UK: British Airways Magic of Flying
Custom-built technology enabled digital ads to interact with planes flying overhead
OgilvyOne’s outdoor campaign Magic of Flying for British Airways, which aimed to remind people how magical flying can be, was a world first.
Digital billboards carrying creative executions reacted to specific BA planes as they flew overhead. Thanks to custom-built surveillance technology, the system tracked the aircraft and interrupted the digital display just as it passed over the sites, revealing the image of a child pointing at the plane, accompanied by its flight number and the destination it was arriving from.
The video received 1,360,000 views, there were 45 million earned social impressions, and over 364 news articles published in 118 countries around the world. The #lookup hashtag trended online and was used over 3,400 times.
The campaign has been awarded a total of 60 times including scooping the Grand Prix at the Clios, Cannes Lions Festival, LIAs, COOH Awards and the Clear Channel Planning Awards.