2018 Silver Travel and leisure
12 Dec 2018
Agency: Ogilvy and Wavemaker
Client: British Airways
Campaign name: Plugging people straight into Nashville
Campaign overview
Inspiring travellers to plug straight into Nashville
The brief
Raise awareness of BA’s new direct flight to Nashville from Heathrow, engaging passengers beyond the core country music audience
Strategy
For such a unique flight, and with pressure to make it profitable, BA needed to unite audiences around a core thought that struck a chord with music fans while also showcasing the diverse experiences on offer in America’s most fashionable city.
Working with Ogilvy and Wavemaker, the airline hit upon the brilliantly simple concept “Plug straight into Nashville”.
It tackled three core requirements: showcase the only UK to Nashville direct flight; inspire a diverse audience to visit the city; and demonstrate the new route as the product of a resurgent brand in action.
Creativity
“Plug straight into Nashville” allowed BA to talk about the authentic and highly sensual Nashville experiences that it was uniquely placed to link Britons to.
Innovative and immersive media solutions fuelled the narrative, exciting people about the experiences on offer.
Nashville was portrayed across channels as “Music City” but also “America’s next fashion capital” and “the home of Southern hospitality”. The work captured the city’s vibrant and unique nature.
Key audiences were targeted with specific audio from Nashville artists relevant to their music tastes.
Music lovers were also treated to an interactive pop-up at a London guitar shop, inviting them to jam live with Nashville’s very own Grammy winner, Keb’ Mo’. Captured content was distributed on social media.
Results
The route has quickly become one of BA’s most popular in North America with all cabins consistently operating near capacity and 25% above target.
The guitar shop pop-up and audio work performed at 20% above industry awareness benchmarks.
The OOH awareness campaign achieved around 1.8 million impressions against the target audience, equating to an additional £36,387 gross media value.
More than a third of travellers were compelled to find out more after encountering press and OOH creative,
while social media executions achieved double the target impressions and CTR..
Team
Ogilvy - Dan Shone, Creative - Jamie Romain, Creative - Andy Davis, Creative Director - Josh Harris, Managing Partner - Shaida Murday, Business Director - Marina Hui, Account Manager - Ed Hayne, Strategy Director - Sophie Rhys Evans, Senior Project Manager
Wavemaker - James Wilde – Client Director - Sophie Cheshire, Media Account Manager - Lucy Fry, Media Account Executive
British Airways - Hamish McVey, Head of Brand & Marketing - Paul Rogers, Global Campaigns & Communications Manager - Gill Fairley, Campaign Manager, UK&I - Gary Fozzard, Campaign Marketing Lead Manager, UK & I