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In a world-first, British Airways (BA) planes flying over London’s Chiswick Towers and Coventry House site in Piccadilly – part of Storm, Clear Channel UK’s new premium brand - will trigger advertising creative displaying real-time data of that plane, including destination and flight number.
From today, the estimated 200 British Airways planes that fly over the Chiswick Towers everyday as well as the Piccadilly site, will trigger unique technology that replaces the advert on the state-of-the-art screens with BA’s creative of a child pointing at the plane alongside the live flight data.
Click here to view the campaign video on YouTube: http://www.youtube.com/watch?v=GtJx_pZjvzc
OgilvyOne worked with Storm to secure a first-of-its-kind media buy structured purely around the frequency of the air traffic. The campaign was planned and booked by Carat and Posterscope and will run until Christmas Eve.
Darren McKay, Sales Director of Storm, said: “British Airways and OgilvyOne have devised a truly innovative campaign that uses the inherent flexibility of Storm beautifully. Using unique technology, the Chiswick Towers will showcase fantastic creative at the exact moment a British Airways plane flies over the structure with the creative changing depending on the plane’s destination.
McKay added: “This campaign helps out-of-home advertising scale new heights and will remind people just how magical flying British Airways is. This is an exciting step forward for our medium and demonstrates exactly the kind of game-changing campaign you can expect to see on Storm.”
A unique weather feed will read the cloud height to ensure the plane is visible before showing the advert. The messaging of the creative will change depending on which plane is above the Towers, with the destination of the planes influencing what content is displayed.
The Chiswick Towers is part of Storm, Clear Channel UK’s portfolio of stunning sites that offers advertisers state-of-the-art digital screens, high quality audiences and a unique approach to trading. The portfolio will be further strengthened next month with the imposing North London Towers on the North Circular at Brent Cross.
Last month Storm scored a UK-first by bringing the Sun’s front page, celebrating England’s World Cup qualification, to commuters heading in and out of London within minutes of the final whistle.