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British Airways It's Coming Home

Team Horizon needed to capitalise on contextually relevant moments that would keep British Airways relevant - so a first class result, but on an economy budget. Social platforms were the perfect place to make British Airways a relevant part of World Cup conversations with the nation’s football fans. We created a super-quick turnaround campaign around the world’s most famous boarding pass, and scored 41% higher engagement rates.
AWARDS / BRITISH AIRWAYS / CAMPAIGN BIG AWARDS / DMAS / FOOTBALL / SOCIAL / SOCIAL BUZZ AWARDS / TEAM HORIZON / TRAVEL / UK / WORLD CUP

THE CHALLENGE

Team Horizon needed to capitalise on contextually relevant moments that would keep British Airways relevant. As England progressed through the FIFA World Cup rounds, people started to believe that over “40 years of hurt” could really be over. #itscominghome was trending, and football memes were taking flight. As the nation’s proud flag carrier, BA had a clear role to play in the conversation; it was critical for Team Horizon to develop an innovative and meaningful execution for BA that would cut through all the excitement and noise.

OUR SOLUTION

As World Cup anticipation mounted, Twitter and Facebook conversations and consumer behaviour intensified. Social platforms were therefore the perfect place to make British Airways a relevant part of these World Cup conversations with the nation’s football fans. So, we created the world’s most famous boarding pass. Targeted Twitter activity talked directly to the footballing community via keywords including: its coming home, #itscominghome, world cup, #worldcup, ENGSWE, ENGCRO. EVENTS: 2018 FIFA World Cup. Organically seeding the boarding pass on Instagram, Facebook and Twitter further increased the reach and shareable impact. As momentum behind the campaign increased, the boarding pass ran within key print titles and impactful OOH sites, many of which were negotiated as added value.

DELIVERING RESULTS

Organic Performance was over 14 times higher than any other BA post over the last 12 months, across any social channels. 

Paid Performance saw a 22.2% engagement rate which was 41 times higher than any previous 2018 Twitter activity.

In total, the budget delivered over five times more value, as the boarding pass achieved viral status around the globe and was retweeted by social in influencers such as BBC Sport, Match of the Day, MailOnline, and The Sun.

The campaign was a triumph of integration both in its inception (media, creative, production, marketing), being designed and activated within 24 hours, but also with its integration of approach (social, OOH, Print, PR). Each execution was planned, designed and negotiated to provide maximum reach and shareability on a shoe string budget.

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higher engagement rates

RECOGNITION

This campaign has seen Team Horizon (Wavemaker & Ogilvy) win at the DMA Awards, Social Buzz Awards and Campaign Big Awards.
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