A new digital billboard for British Airways’ latest marketing campaign has been turning a few heads in London recently as the images on the display actually interact with what’s happening in the real world. When a British Airways plane flies over the digital outdoor sites, they trigger advertising creative showing real-time data of the plane, including the destination, flight number and ticket prices. Even more amazing is that the billboards include a weather feed that ensures the plane is visible (and not behind the clouds) before showing the ad! According to BA, the ad agency, Ogilvy 12th floor, came up with the idea of using the custom-built surveillance technology.
The billboard cleverly combines children’s fascination with just about any kind of flying object with many adults’ ever-present desire to drop everything and escape to somewhere slightly more exotic than wherever they are in any given moment.
Commenting on the airline’s marketing campaign, BA’s Abigail Comber said, “We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination.
“The clever technology allows this advertisement to engage people there and then answer that question for them. We hope it will create a real ‘wow’ and people will be reminded how amazing flying is and how accessible the world can be."