British Airways: The Social Symphony
OgilvyOne UK
The team
Emma de la Fosse, Charlie Wilson, Laila Milborrow, Paul Pearson, Claire Middleton, Andrew Boggs, Clayton Gray, John Thompson.
Other contributor:
eDialog – Build and deployment of emails.
How did the campaign make a difference?
Behavioural economics and the science of social proofing proved that the Executive Club is designed for all types of travellers. In six months, acquisition increased by 2.7%. This equates to £13m in potential incremental revenue and a campaign ROI of 25:1.
What details of the strategy make this a winning entry?
In November 2011, British Airways relaunched...