Earlier in the year I posted about how standard advertisements just won’t do anymore. To get noticed they need to be interactive and fun. They need to make people think and react. An example that I gave was ‘Smarter Cities’ campaign with 3D billboards that let the public interact with the advertisements in their everyday lives. (Check out this post here: http://goo.gl/X9Kgiv). I wrote about the campaign because it caught my attention and made me think, exactly what the billboards were set out to achieve.
After reading an article on businessinsider.com about British Airways interactive billboards, it got me thinking about how creativity can be channeled by different formats to consumers. A billboard now-a-days doesn’t necessarily mean a poster that peels off after a month. It means digital. It means eye-catching. It means INTERACTIVE.
Below is a youtube video of the BA advertisement.
After the advertisement was released many people took to youtube to post videos of the billboard. These videos reached amazing view counts and were being shared via google+ by many of the viewers. This response shows the importance of being interactive with the public and the consumers.
British Airways’ head of marketing Abigail Comber said, “This is a first, not just for British Airways but for U.K. 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.” (businessinsider.com, 2013)
I personally think that this quote from Abigail Comber says it exactly how it is. There has been many times when I’ve been sat (procrastinating) looking out of a window wishing I was onboard the plane flying overhead. These billboards express the thoughts of people watching the planes take off and the day-dream of wanting to be flying away. The creativity and interaction of these advertisements will be thought-provoking and encourage the consumer to book a flight.
Just another example of how to be interactive in the current digital world. Well Done BA!
If you’d like to read the article, then here is the link: http://www.businessinsider.com/british-airways-interactive-billboards-2013-11
Moss, C. 2013. These Awesome Interactive Billboards Point To Planes Flying Overhead In Real Time. [online] Available at: http://www.businessinsider.com/british-airways-interactive-billboards-2013-11 [Accessed: 25 Nov 2013].