British Airways: Visit Mum
OgilvyOne
Summary
A Ticket to Visit Mum is the story of how one mother and her son were able to capture the hearts of everyone living away from home. For British Airways, it's a story of defying conventions in a category wrought with clichés and overly rational, price and product driven messaging.
We brought together the various disciplines in our industry to solve a critical business problem – how do you get more people to fly on BA from North America. The client and data analysts discovered a huge business opportunity to India, while ethnographers and...