Posts Tagged ‘bill boards’

British Airways as a first have launched there new “Look up” marketing campaign by the use of interactive digital billboards,following the trend that has been widely used by other companies for their different campaigns as it has proven to be more engaging and attracts more viewing time then the usual static or non interactive digital billboards.

The campaign includes digital billboards in London’s Piccadilly Circus and Chiswick that seem to show a boy get up and point to a real plane flying over. Programmed to know exactly when a BA plane flies by, the billboard then display the flight number, destination, and eventually, even the lowest fares currently available to that locale. The campaign was designed by Ogilvy Group UK, and uses something called “surveillance technology” to track the flights.

BA head of marketing Abigail Comber told U.K. site The Drum: “This is a first, not just for British Airways but for U.K. advertising. 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 advert to engage people there and then and answer that question for them.”

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