In Brazil, many people thought that British Airways only traveled to the U.K. The brand was clearly facing a brand awareness issue. The campaign idea was to increase brand awareness by getting their message to consumers at the ideal moment when they’re thinking about travel: in the travel section of a bookstore.
Consumers in a Brazilian bookstore received direct messages from British Airways when using book scanners to check the prices and information of books they’re interested in. Users could scan the barcodes and receive a message for a book on Russia that may say, ‘Going to Moscow? Fly with British Airways. From U.S. $900.www.ba.com.’
Why I’m curious
Instead of spending on mass media, they took the approach of reaching the right consumers at the moment when they are most receptive to hearing the message. The use of a new medium was also cost effective. I am interested in seeing how a digital component would tie into this campaign, and whether mobile payment tools such as square would be utilized by brands to close the gap between offline and online advertising.