Recently, some of the most interesting advertising campaigns have been coming from the Out of Home (OOH) arena.
They’ve tended to use interactivity more than most, harnessing technology that enables them to react to – and elicit reaction from – their immediate surroundings in real-time.
British Airways has embraced this technology to give its latest outdoor advertising a “lift.”
Their #lookup campaign by Ogilvy uses surveillance technology to access real-time flight data and connect British Airways’ billboards in London to their scheduled flights passing overhead. One billboard is situated along the flight path to the western outskirts of the city and there’s another placed centrally – right in London’s famous Piccadilly Circus.
But as Slate points out, it’s derivative of a similar ad from Norway last year: a case of there being nothing new under the sun? Slate has its own opinions about which is the better ad.
Well, imitation is the sincerest form of flattery after all, so in this age of social media, it was only a matter of time…
Which ad do you prefer?
