Desired outcome: Make an impact at Victoria Station (footfall 2m commuters per week in the Gatwick catchment); cause a buzz and drive awareness.

The idea: A large-scale, custom flight game lasting 7 days.

To win a pair of tickets to a destination, commuters could take control of a Boeing 777. The game involved scoring points by flying through hoops and engaging the 'landing gear' correctly. Winning tickets were given away every 15 minutes. Our stand was manned by BA staff. The activity was supported with press, digital and social media and BA Facebook followers could win a holiday.

11887 people played, 672 tickets were won and 470,000 entered into the Facebook competition. Shares of BA’s Facebook page jumped by 506%. 70% of Twitter mentions used the Gatwick hashtag. Reach of potential followers was 7.4 million, 34% directly tweeted to BA. All the destinations were mentioned, with St Kitts gaining 26% of the Buzz. The audience response was 74% positive. Loyalists came back every day to try to win tickets and 18% tweeted about the activation more than once. Monetary ROI was harder to trace. However, the key objective was to drive awareness.