British Airways: Unwrap the plane
OgilvyOne London
How did the campaign make a difference?
Traffic to ba.com is flat in December until the traditional sale starts on the 26th. The campaign managed to drive traffic in the lead-up to the sale and put British Airways on the shopping list for when the sale began.
Social buzz was created by gift-wrapping one of BA's new A380 aircraft, positioning it as a Christmas present to the airline's customers. Over 233,000 site visitors unwrapped a piece of the plane to enter into an instant prize draw to win prizes and a...