The ads were located on digital billboards in Chiswick and Piccadilly and interacted with aircraft in the sky 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 campaign saw over 43,300 unique visits to the ba.com/lookup page and over £750k media savings were gained from the new trading model of buying on a ‘pay per play’ basis.
There were 1,360,000 video views (& still counting), 45M earned social impressions, over 364 articles published and featured in news in 118 countries around the world. The #lookup hashtag trended online and was used over 3,400 times.
The campaign has been awarded a grand total of 60 times including scooping the top prize of the Grand Prix at the Clios, Cannes Lions Festival, LIAs, COOH Awards and the Clear Channel Planning Awards.