Once in a while, there comes a marketing campaign that takes your breath away. You wonder, “how did they do it?” This is one of them.
British Airways has put up a billboards in Piccadilly Circus and Chiswick in London that respond to their planes flying overhead. When the billboard “detects” a BA flight flying below the clouds, visible to passers by, a child starts running, pointing up to the sky – chasing the airplane. The billboard then updates to reflect the flight details, like “BA flight 475 from Barcelona”, along with a URL ba.com/lookup. Onlookers can then go online and view destination details and ultimately make a booking.
British Airways has worked with the agency Ogilvy 112th Floor to custom-fit the billboards with surveillance that detects only when their flights pass overhead, and activates the billboard. Watch the billboard in action in the video below: