The British Airways #Lookup Campaign Inspires Travel Dreamers
Meghan Young — November 25, 2013 — Marketing
Sometimes a person will catch themselves gazing up into the sky wondering where that plane was flying to and now they can get that answer thanks to the British Airways #Lookup campaign. At least those who pass by Chiswick and Piccadilly Circus in London, England. It involves an interactive billboard that tells people what flight is coming in and from where.
Conceived and executed by ad agency Ogilvy 12th Floor, the British Airways #Lookup campaign is the first of its kind in the United Kingdom. It uses custom technology to track the aircraft and play a video clip of a child pointing up to the plane as it flies overhead. Abigail Comber, British Airways' head of marketing, says, "We hope it will create a real ‘wow’ and people will be reminded how amazing flying is and how accessible the world can be."
Conceived and executed by ad agency Ogilvy 12th Floor, the British Airways #Lookup campaign is the first of its kind in the United Kingdom. It uses custom technology to track the aircraft and play a video clip of a child pointing up to the plane as it flies overhead. Abigail Comber, British Airways' head of marketing, says, "We hope it will create a real ‘wow’ and people will be reminded how amazing flying is and how accessible the world can be."
Trend Themes
1. Interactive Billboards - Innovative technology integration into advertising to engage consumers and create unique brand experiences.
2. Real-time Tracking - Adaption of real-time tracking technology in marketing initiatives to increase customer engagement and brand awareness.
3. Emotional Connection - Developing emotional connections with customers through experiential advertising to influence brand loyalty and engagement.
Industry Implications
1. Advertising - Opportunities to leverage technology integration to create interactive and immersive brand experiences in advertising and marketing.
2. Aviation - Potential for innovative marketing initiatives that showcase the excitement of air travel and inspire customer engagement.
3. Technology - Opportunities to develop and implement real-time tracking technology solutions for marketing initiatives in various industries and sectors.
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