British Airways, Flying High For Interaction

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

References:

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].

Smart Thinking For Smarter Cities Campaign

IBM has teamed up with Ogilvy agency to create 3D billboards for their Smarter Cities campaign. The billboards are as every bit handy as they are innovative and genius for gaining awareness. These 3D adverts act as rain shelters, benches, and ramps allowing the public to interact with the adverts in a new and dynamic way.

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The main aim of the interactive billboards were to turn communications into useful pieces of infrastructure to be used in everyday life. Susan Westre, the Executive Creative Director at IBM says, “We were looking for an idea that reached regular citizens as well as city leaders.” Despite the creative and eye-catching design there has been a lot of questioning over the health and safety of them; the ramp design in particular as many feel a hand-rail would be needed. After the long process of approval for this advertisements Westre said, “By just getting this idea out there to the world, I think it will inspire others to think about how they can innovate, make, or do something that makes life a bit better in cities.”

I think this is a genius idea for creating awareness and giving the public the ability to interact with the adverts, good job IMB. Similarly as creative as 3M Security Glass bus stop advert. bus stop ad

3M Security Glass came up with the idea to put real money, 3 million dollars, inside two pieces of their indestructible security glass with the promise of ‘if you can break the glass, you can keep the money.’ Many people attempted to break the glass, some even returning with bats, axes and tree branches, but none being successful.

This advert also allows people to see the quality of the product and the company promise that comes with it.

These two examples just show how communications can stand out and be made dynamic and interactive. These should definitely be inspirational ideas for advertising, public relations and communications agencies.