Audiences on the web interact with their peers in real time—Tweeting, posting, and commenting within seconds of each other. And brands need to keep up. This is especially true in our campaign’s region of Silicon Valley/San Francisco, where the tech and innovation communities expect even more available interaction.

There arises the need for brands to:

1.Create exciting, relevant content for people to talk about online

2.Form a real, human point of view to inject into organic conversation

3.Be nimble enough to easily release content and to participate in conversation effectively

3. Why was creative execution relevant to product or service

We wanted to connect with our target in a way that was relevant to them. The comments they left showed us they got it:

“BA don't have a history of running 'cool' or 'slick' adverts but watching this video I realized they have something so much more powerful: they have soul.”

“Great Advertisement! I study in the US, I am from India and I can feel myself and my mom in this video. Good job BA! As a way of saying thanks, I’m gonna fly BA on my next visit home!”

Direct ticket sales increased 65% generating £10 million in incremental revenue.

We increased total market share 5% against all airlines and gained 38% of share from “western” airlines (Lufthansa, Air France, Delta, United and KLM).

Due entirely to online sharing and word of mouth, we’ve currently amassed over 1.14 million views on YouTube and 75.3 million impressions through Twitter.

And we were ranked #1 YouTube ad in Britain, #6 most shared ad globally, August, 2013