British Airways has been much of a home-grown brand, and with its bedrock being London, the airline has a special affiliation with the city. The flag carrier has introduced interactive billboards with a new twist at major landmarks in central London, headed under its latest ‘Look Up’ marketing campaign.
The billboards are installed with overhead surveillance technology to spot any British Airways aircraft flying overhead. It then displays the message accordingly with regard to the real-time position of the aircraft as well as its flight.
The larger version is installed in front of the public space at the road junction of Piccadilly Circus, Westminster. Another is vertically set on both sides of one of the main roads in the suburbs. Both the billboards feature a boy and a girl each, with the children changing their positions and their behavior in accordance to a British Airways airliner following its route above the billboard location.
The child points out towards the aircraft up above, following the flight of the plane while walking from one end to another. And that’s not it; additional information of the particular aircraft being used for the flight as well as the destination for which the flight is headed is also displayed. Custom messages feature randomly, giving in weather updates and airfare releases time and time again. The location of installation is below the common routes for the main airports in order to recognize a regular traffic of airliners.
The marketing campaign focuses upon the childhood aspect of tracing out aircraft being pointed out in the sky, inquiring where it’s headed and which aircraft is being used. The billboards have already grasped the attention of many, looking forward to observe the electronic response every time a BA aircraft flies by. Over the recent past, rarely has global marketing involved such surveillance technology in order to give an interactive response to nearby pedestrians or commuters in a major public zone.
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