BRITISH AIRWAYS - WORLD CUP 2018

Our aim was to find a way to utilise some of the technologies involved in live sports marketing. We picked world cup matches where BA fly to both opposing countries and created a bank of content that would appear in real time during the competition.

We utilised DOOH advertising located near ‘fan parks’ in central London, and Twitter as our social platform due to its popularity in sport discussion. Each piece of content was based on in game actions; e.g. a goal scored, a victory, a booking, VAR being used and many many more.

We created a bank of assets for each game so for any specific scenario we had a piece of content that matched the event live, and was seen in real time.   

• Click through rates went up 58%

• Cost-per click improved by 11%

I was the lead creative behind the campaign, writing all the copy and art directing each posts design and imagery.
In collaboration with Dane Neil, Gareth Clarke and Tom McManus.

Examples shown: Spain vs. Portugal, Iceland vs. Croatia, Brazil vs. Costa Rica