Interactive Billboards

Created by Ogilvy UK for British Airways and located in London’s Piccadilly Circus & Chiswick.

British Airways worked with agency Ogilvy 12th Floor to install new digital billboards that interact with the planes flying over them. The digital billboards use custom-built surveillance technology to detect planes flying overhead and change the current digital display to that of a child pointing at the plane. The billboards also display the plane’s flight number and route. The ads are part of the airlines’ “Magic of Flying” campaign, which aims to remind people of how magical flying can be, especially from the eyes of a child.

According to Abigail Comber, head of marketing at British Airways, the digital billboards are a first for the company and for UK advertising, too. "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". The interactive billboards are located in London’s Piccadilly Circus and Chiswick.

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