British Airways has unveiled a clever advertising campaign with a dollop of planespotter appeal.
The centrepiece of its LookUp campaign, the British flag-carrier has erected three massive digital billboards which identify BA planes flying overhead.
But the smart screens go a few steps further, to display a video of a child pointing at the plane in flight along with the plane's port of origin (the system currently works only for inbound flights).
There's sometimes additional information such as the type of plane, the current lowest fares to that city or even the temperature at that city – something that's sure to be appealing during the chilly British winter.
Here's a video of it in action, on a billboard at London's Piccadilly Circus.
There's also a pair of billboards at Chiswick, on the M4 between central London and Heathrow.
The billboards use customised location-aware software to track inbound aircraft and interrupt the standard BA advert as the plane passes overhead from the perspective of the viewer.
"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" said Abigail Comber, British Airways’ head of marketing.
"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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