BA100: 65. “The Magic Of Flying”

100 Years Of British Airways: “Look Up”, an interactive billboard that would identify British Airways aircraft flying overhead.

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This article was published in 2019 in a series on the history of British Airways and its predecessors Imperial Airways, BOAC and BEA. You can browse all 100 stories in number order, by theme or by decade.

Many have been updated since first published.

“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.

You can continue reading our 100 part series on the history of British Airways and its predecessor airlines Imperial Airways, BOAC and BEA in numerical order, by theme or by decade.

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