British Airways ‘look up’ outdoor campaign identifies real planes in the sky


British Airways has unveiled new interactive digital billboards that can identify real planes as they fly overhead, courtesy of some technical wizardry.

View a video showing the poster in action below:

The campaign, developed in partnership with Ogilvy 12th Floor and Storm, placed billboards in Chiswick and Piccadilly to track British Airways' aircraft.

As planes fly overhead, they interrupt the digital display to reveal an image of a child pointing at the plane accompanied by its flight number and its route.

The billboard on the opposite side displays information about where the flight has departed from or its ultimate destination as well as providing the viewer with the BA website and the campaign's hash tag #lookup.

The campaign forms part of the airlines new Magic of Flying campaign.


Abigail Comber, head of marketing at British Airways, said: 'This is a first, not just for British Airways but for UK advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them.

'We hope it will create a real 'wow' and people will be reminded how amazing flying is and how accessible the world can be.'

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