British Airways - "It's Coming Home (Film Case)"

Ogilvy UK

Ogilvy UK London, Royaume-Uni

7572

Marque: British Airways
Pays: Royaume-Uni

Annonceur: British Airways

Titre	It's Coming Home (Film Case)
Agence	Ogilvy UK
Campagne	It's Coming Home
Annonceur	British Airways
Marque	British Airways
Mise en ligne	Novembre 2019
Secteur d'activité	Transports aériens, routiers & maritimes, chemins de fer
Philosophie	With World Cup fever gripping the nation, BA wanted to reignite their love affair with the British public. The trigger was when ‘It’s coming home’ memes, inspired by England’s unexpected success and the Three Lions anthem, flooded the internet. In just 12 hours, a BA boarding pass was created, with every element carefully crafted to capitalise upon the euphoric mood of the nation. Despite BA not being a sponsor, the work became the most talked about piece of advertising at the World Cup with an engagement rate 22.5 x the BA benchmark, whilst reaching over 47 million people organically! The trigger for the work was when ‘It’s coming home’ memes, inspired by the Three Lions anthem, flooded the internet. In 12 hours, a boarding pass was created with elements crafted to capitalise upon England’s success. Topical references included the passenger name, ‘Football’, a flight from Moscow after the final, manager Gareth Southgate, ‘Gate: South’, the team’s last triumph, ‘Gate closes: 1966’, the seat ‘52H’ (52 years of hurt), Wembley’s postcode and Harry Kane’s golden boot aspirations. Despite BA not being a sponsor, the work became the most talked about piece of advertising at the World Cup.
Type de média	Presse & publications
Longueur	120 seconds
Responsable de la publicité (annonceur)	Jo Bacon
Client Director	James Wilde
Director of Brand and Customer Experience	Carolina Martinoli
Head of Brand	Hamish McVey
Manager, Global Marketing and Communications	Paul Rogers
Activation Business Director	Nicky Traynor
Activation Account Executive	Liora Fox
Activation Account Manager	Stav Physicos
Head of Biddable	Lee Pepper
Performance Senior Account Executive	Rob Simmons
Director of External Communications	Louise Evans
Directeur de clientèle	Thomas McManus
Directeur de clientèle	Rory Davis
Planning Director	Ed Hayne
General Manager	Vicky Thompson
Directeur associé	Joshua Harris
Agency	Wavemaker WPP
Responsable de la création	André Laurentino
Responsable de la création	Mick Mahoney
Directeur de la création	Jules Chalkley
Directeur de création	Martha Riley
Equipe créative	Tom Madden
Equipe créative	Morgan Hinds-Shorland
Head of Design	Dave Towers
Campaign Manager	Gary Fozzard