British Airways Executive Club : Mosaic
OgilvyOne UK
The team
Charlie Wilson, Emma de la Fosse, Tooky De Vall, Peter Mabbott, Tom Mann, Andrew Boggs, John Thompson.
How did the campaign make a difference?
After five years redesigning its First Class product, this British Airways campaign drew the eye to small but important aspects and helped retain one of its most valuable customer segments. 500 books were delivered and in four months 1,294 bookings were made – that's two to three bookings per each customer.
What details of the strategy make this a winning entry?
There's huge competition for premium...