Martha Riley
Director creativo at Ogilvy UK
London, Reino Unido
TítuloIt's Coming Home (Film Case)
Agencia
Campaña It's Coming Home
Anunciante British Airways
Marca British Airways
PostedNoviembre 2019
Sector Empresarial Transportes aéreos, de carreteras y marítimos, ferrocarriles
Filosofía 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.
Medio Prensa y publicaciones
Duración
Director de publicidad
Client Director
Director of Brand and Customer Experience
Head of Brand
Manager, Global Marketing and Communications
Activation Business Director
Activation Account Executive
Activation Account Manager
Head of Biddable
Performance Senior Account Executive
Director of External Communications
Director de cuentas
Director de cuentas
Planning Director
General Manager
Managing Partner
Agency
Responsable de la creación
Responsable de la creación
Director ejecutivo de creación
Director creativo
Miembro del equipo creativo
Miembro del equipo creativo
Head of Design
Campaign Manager

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