British Airways worked with OgilvyOne to create a digital billboards ad 'The Magic of Flying' in Piccadilly Circus and on the M4 route to London Heathrow showing other brands' advertising until a BA flight flew overhead. At this point, a BA ad was triggered featuring a child who stood up and pointed at the BA plane while dynamic retail messages relating to where each flight was from were displayed alongside with the call to action: #lookup.
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