British Airways takes the interactivity of digital signage to the heights using London's Chiswick Towers

The screens The Chiswick Towers in London and another located in Piccadilly Circus begin to interact with passers-by when a British Airways plane passes over. At that moment a child is displayed pointing to the plane and the content of the ad is displayed.

It is increasingly common to use digital screens in public places such as shopping centers or airports.. and, in all of them, Its use is very similar starting from an interactivity in which it is expected for the passer-by to stand in front of it or touch it.. However, British Airways has wanted to give a new character to this interactivity by taking it to the heights in an outdoor digital signage project, called LookUp.

To carry out this campaign British Airways, that will be active until Christmas Eve, has used The Chiswick Towers advertising space from Clear Channel, two double-sided LED screens located in central London from the company's Strom line. It has also installed the ad on a screen located in Piccadilly Circus.

The interactivity of this ad is activated when a British Airways aircraft flies over the screen, then the advertising content is automatically launched. The screen shows a child pointing to the plane while walking and then shows information on the flight number and destination, the fare for that flight or the lowest temperature at the destination point.

A digital signage campaign that has been developed by the company Ogilvy 12th Floor and which is based on the technology called ADS-B (Automatic Dependent Surveillance-Broadcast), than using communications equipment, reads real-time flight data from an antenna which locates the exact moment a British Airways aircraft flies overhead, as well as when and how to show the ad. A weather feed reads the height of the clouds to ensure that the plane is visible before showing the ad and the content changes depending on the plane that is above the bilboard dgital system. This digital signage ad runs with the Scala.

With this announcement, British Airways highlights how traditional formats can become a visual solution that creatively combines data and digital systems. The objective of the campaign is that users once they have seen the ad on the screens go to the airline's website and are encouraged to hire one of the flights shown.

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