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

Ogilvy UK

Ogilvy UK London, United Kingdom

7559

Бренд: British Airways
Страна: United Kingdom

Рекламодатель: British Airways

Заголовок	It's Coming Home (Film Case)
Агентство	Ogilvy UK
Кампания	It's Coming Home
Рекламодатель	British Airways
Бренд	British Airways
Posted	Ноябрь 2019
Бизнес сектор	Авиакомпании, аэропорты, железные дороги, автобусные линии, паромы и круизы
философия	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.
Тип медиа	Печать
Длина	120 seconds
Менеджер по рекламе	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
Директор рабочей группы клиента	Thomas McManus
Директор рабочей группы клиента	Rory Davis
Planning Director	Ed Hayne
Главный управляющий	Vicky Thompson
Управляющий партнер	Joshua Harris
Агентство	Wavemaker WPP
Главный креативный директор	André Laurentino
Главный креативный директор	Mick Mahoney
Исполнительный креативный директор	Jules Chalkley
Креативный директор	Martha Riley
Креативная команда	Tom Madden
Креативная команда	Morgan Hinds-Shorland
Head of Design	Dave Towers
Менеджер кампании	Gary Fozzard