New digital out-of-home campaigns for British Airways and Camelot feature trains and planes to highlight how the medium can respond to external occurrences and data sources in real time.
The BA campaign – devised by the advertising consortium The 12th Floor, led by agency OgilvyOne – uses digital billboards showing a child pointing at the airline’s planes as they fly overhead the billboard sites, with copy that changes to mention flight numbers and airports of origin for each.
“This is a first, not just for British Airways but for UK 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. We hope it will create a real ‘wow’ and people will be reminded how amazing flying is and how accessible the world can be,” Abigail Comber, BA’s head of marketing, was quoted as saying.
Carat and Posterscope planned and booked the campaign, which is running on a Clear Channel digital billboard site at Coventry House near central London’s Piccadilly Circus and also on the media owner’s Chiswick Towers in west London, both part of its recently rebranded Storm portfolio.
Meanwhile, Britain’s National Lottery operator Camelot is tying its latest digital out-of-home campaign into travel schedules, with ads in railway stations and on the London Underground which announce how many people will win scratch-card prizes before the next train departs.
Railway data and the lottery’s own data are cross-referenced to produce messages such as “Winners before the 9.05 to Norwich leaves? 1562”, using the Openloop digital out-of-home management platform.
Grand Visual supplied technology and production services for the campaign, which was planned and bought by OMD UK, Havas Media and out-of-home specialist Talon.
“Clever use of digital out-of-home technology has really brought this campaign to life. We have been able to use our data in a unique way, serving up dynamic, targeted, locally-relevant messages,” Max Lucas, a media strategy manager at Camelot, was quoted as saying.
Added Jeremy Taylor, an account director at Grand Visual: “The key feature of this campaign is the delivery of contextual information that people can relate to. It is a great example of intelligent use of the medium – providing a dynamic, national outdoor campaign that is highly targeted and locally relevant.”
(Source Screen Media Magazine View Here )