British Airways - "It's Coming Home (Film Case)"

Ogilvy UK

Ogilvy UK London, United Kingdom

7573

Marka: British Airways
Ülke: United Kingdom

Reklamcı: British Airways

Başlık	It's Coming Home (Film Case)
Haftanın	Ogilvy UK
Kampanya	It's Coming Home
Reklamcı	British Airways
Marka	British Airways
Posted	Kasım 2019
Sektör	Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
felsefe	With World Cup fever gripping the nation, BA wanted to reignite their love affair with the British public. The trigger was when ‘It’s coming home’ memes, inspired by England’s unexpected success and the Three Lions anthem, flooded the internet. In just 12 hours, a BA boarding pass was created, with every element carefully crafted to capitalise upon the euphoric mood of the nation. Despite BA not being a sponsor, the work became the most talked about piece of advertising at the World Cup with an engagement rate 22.5 x the BA benchmark, whilst reaching over 47 million people organically! The trigger for the work was when ‘It’s coming home’ memes, inspired by the Three Lions anthem, flooded the internet. In 12 hours, a boarding pass was created with elements crafted to capitalise upon England’s success. Topical references included the passenger name, ‘Football’, a flight from Moscow after the final, manager Gareth Southgate, ‘Gate: South’, the team’s last triumph, ‘Gate closes: 1966’, the seat ‘52H’ (52 years of hurt), Wembley’s postcode and Harry Kane’s golden boot aspirations. Despite BA not being a sponsor, the work became the most talked about piece of advertising at the World Cup.
Medya Türü	Print
Süre	120 seconds
Reklam Sorumlusu	Jo Bacon
Client Director	James Wilde
Director of Brand and Customer Experience	Carolina Martinoli
Head of Brand	Hamish McVey
Manager, Global Marketing and Communications	Paul Rogers
Activation Business Director	Nicky Traynor
Activation Account Executive	Liora Fox
Activation Account Manager	Stav Physicos
Head of Biddable	Lee Pepper
Performance Senior Account Executive	Rob Simmons
Director of External Communications	Louise Evans
Müşteri Direktörü	Thomas McManus
Müşteri Direktörü	Rory Davis
Planning Director	Ed Hayne
General Manager	Vicky Thompson
Managing Partner	Joshua Harris
Agency	Wavemaker WPP
Yaratıcı Ajans Başkanı	André Laurentino
Yaratıcı Ajans Başkanı	Mick Mahoney
Yaratıcı Yönetmen	Jules Chalkley
Yaratıcı Yönetmen	Martha Riley
Yaratıcı Ekip	Tom Madden
Yaratıcı Ekip	Morgan Hinds-Shorland
Head of Design	Dave Towers
Campaign Manager	Gary Fozzard