This article was first published in the summer of 2019 as part of a 100 part series on the history of British Airways and its predecessor airlines, Imperial Airways, BOAC and BEA. You can browse the full series of 100 stories in numerical order, by theme or by decade.
“Look Up” was a campaign developed by the interactive agency OgilvyOne for British Airways in 2013.
Interactive billboards in Chiswick and Piccadilly Circus would respond as a BA aircraft flew over it. OgilvyOne had installed antennae on nearby buildings which could identify overflying aircraft. Using custom-made software it would identify which of those aircraft were operated by BA.
A child would then point to the aircraft in the sky and the billboard would display its actual flight number and origin, highlighting the breadth of destinations served by BA.
As well as generating a significant number of visits to the BA website and impressions on social media, the campaign won multiple industry awards.