British Airways takes digital signage interactivity to new heights using London's Chiswick Towers

The screens The Chiswick Towers in London and another located in Piccadilly Circus begin to interact with passersby when a British Airways plane passes overhead. At that moment, a child is displayed pointing at the plane and the content of the advertisement is shown..

The use of digital screens in public places such as shopping centers or airports is increasingly common.. Y, in all of them, Its use is very similar based on interactivity in which you wait for the passerby to stand in front of it or touch it.. However, British Airways wanted to give a new character to this interactivity, taking it to the heights in an outdoor digital signage project., called LookUp.

To carry out this campaign British Airways, which will be active until Christmas Eve, has used The Chiswick Towers advertising space of Clear Channel, two double-sided LED screens located in central London from the company's Strom line. It has also installed the advertisement on a screen located in Piccadilly Circus.

The interactivity of this advertisement is put into operation when a British Airways plane flies over the screen., then the advertising content is automatically launched. A child appears on the screen pointing at the plane while it is walking and then information on the flight number and destination is shown., the fare for that flight or the lowest temperature at the destination point.

A digital signage campaign that has been developed by the company Ogilvy 12th Floor and which is based on the technology called ADS-B (Automatic Dependent Surveillance-Broadcast), than using communications equipment, reads real-time flight data from an antenna which locates the exact moment a British Airways plane flies overhead, as well as when and how to show the ad. A weather feed reads cloud heights to ensure the plane is visible before displaying the ad and the content changes depending on the plane above the bilboard dgital system.. This digital signage ad is run with the software of Scala.

with this ad, British Airways highlights how traditional formats can become a visual solution that combines data and digital systems in a creative way. The objective of the campaign is that once users have seen the advertisement on the screens, they go to the airline's website and are encouraged to book one of the flights shown..