British Airways: Magic of Flying
OgilvyOne London
Summary
British Airways operate in an incredibly competitive marketplace where costs, networks and schedules dominate the reasons for flying. Choice of carrier has become a very rational decision. How could we differentiate? How could we bring more emotion into flight? How could we create cut through in a crowded world dominated by these rational factors?
A very simple and emotional insight provided a springboard for the project – when children look into the sky and see a plane flying overhead, to them it is magical. Our challenge was then how could we encapsulate...