Billboards & OOH · Global · 2013
British Airways: #lookup
Digital billboards in London showed a child pointing at a real British Airways plane flying overhead, with its flight number and origin.
By Maer Media editorial teamPublished 4 October 20263 min readOgilvy, LondonCampaigns · UI/UX Design
- Brand
- British Airways
- Market
- Global
- Year
- 2013
- Category
- Billboards & OOH
- Agency or team
- Ogilvy, London
- Channels
- Digital billboards, live flight data
The context
Flying had become routine. BA wanted to remind Londoners of the magic of flight, and that its planes fly from Heathrow to the world.
People stop noticing the planes overhead.
The move
Ogilvy London linked digital billboards in Piccadilly Circus and Chiswick to live aircraft surveillance data. When a BA flight passed, the screen showed a child pointing up, with the flight’s details.
How it was executed
- Linked billboards to live aircraft-tracking data.
- Triggered a child pointing up whenever a BA flight passed overhead.
- Displayed the flight number and origin in real time.
Digital billboards in London showed a child pointing at a real British Airways plane flying overhead, with its flight number and origin.
What happened Reported facts
The campaign won multiple Cannes Lions and is a much-cited example of data-triggered outdoor advertising.
Why it worked Maer’s analysis
It connected the ad to something real happening above the viewer, creating a small moment of wonder.
What to take from it Maer’s analysis
- 01Context makes outdoor feel alive.
- 02Connect the ad to something real happening right now.
- 03Wonder is an underused emotion in category advertising.
Live triggers such as weather, traffic or cricket scores can make Indian digital outdoor feel alive.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Ogilvy London; Cannes Lions 2014. Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with British Airways.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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