Is the British Airways London 2012 Olympics "Don't Fly" Ad Marketing Genius or Folly?

On my Tips For Travellers Blog yesterday , I wrote about the launch of the British Airways London 2012 Olympics ad from a travel perspective. But also want to look at it from a marketing and communication perspective.


The BA London 2012 as called "Home Advantage" was developed for the UK market. It encourages people not to fly during the Olympics, but to stay at home and support the home UK Team.


The end of line and call to action in the ad is: 'DON'T FLY. SUPPORT TEAM GB". And encourages the use of the Twitter hashtag #HOMEADVANTAGE


BA are the official airline partner for the London 2012 games that start in a few short weeks.


A Simple and Powerful Concept
The ad itself is a simple, but powerful, concept. People board a British Airways Beoing 777 at London Heathrow. To the soundtrack of "London Calling" by The Clash, it then taxis around the city, passing some major landmarks. Finally it arrive at the London 2012 Olympic Stadium where the passengers disembark into the stadium.


The special effects in the ad are very good indeed. There are also some snippets of humour and warmth too making it watchable - even after a number of viewings.


It is unusual for an airline to advertise and promote not flying, but I think this strategy and advert has some bold and brand building thinking behind it.

Watch the ad as it runs on mass media:

Watch the ad with personalisation, by getting the plane to also travel down your street (suspect this may only work in the UK):

You can personalise the ad on Facebook. On Facebook put your post code in  the Facebook App on the BA Facebook Page, and the advert that runs includes shots of the plane travelling down your street! This is achieved through integrating Google Streetview.

Below are 2 screen grabs I took from the BA Facebook App of the plane going down my street as part of the ad:

BA Plane taxis down my street during the ad by putting post code into the Facebook App!

BA Plane taxis down my street during the ad by putting post code into the Facebook App!

What is bold about this approach?

1. Simplicity with one key message. As I already have said. This ad has a very simple and single minded message. There is one key message (stay at home and support the home team). Based on an insight/ understanding that the home team usually does better than usual. The concept is simple and uncomplicated, with the effects and humour adding to it. The ad, of course, will create huge awareness of BA, and so likely even those wanting to escape will have BA top of mind!
2. Impact: The ad stands out among all the "usual" Olympic Partner ads. Most Olympic Partner ads have people running, jumping and generally winning. P&G have tried an angle by focusing on the mothers of theoretical Olympians. But it still has running, jumping and generally winning shots. They all blur into one big Olympic Noise and Montage. They do not stand out. This ad does...
3. Branding: The ad has managed to achieve brand linkage and integration - in what is almost impossible and environment. The problem Olympic Partners have is that it is hard to find a way to really integrate the brand and their product into the Olympics. The Organising Committee have strict rules about what can and cannot be done. Even P&G have only really (in my view) created a warm feeling about how important parents, and especially mothers, are in nurturing and encouraging children to achieve, there is no brand integration and any of the partners could have run it. But BA have managed to integrate and make the brand an integral part of the story. BA are saying don't fly with us during the Olympics, and you cannot tell the story of the AD without including BA and the BA plane when recounting the ad to others, or yourself. The BA plane is not only integrated in the ad, but on screen 100% of the time. The dream of any client!
4. Builds an emotional connection. The ad has emotional connection, as it taps into positive emotions and pride. The ad works with national pride and excitement. Historically the home country does better than ever when the games are held in their country. BA have tapped into this emotion and anticipation. It is a highly emotionally charged thought. They have brought emotion and excitement.
5. Buzz and Personalisation to extend the impact. The ad has integrated digital and social media. Cleverly by adding in the chance to personalise the ad on Facebook (where they actually launched the ad before it ran on TV), they built in an aspect of digital, social and technology. This links into all that works well online. The ad could be personalised and so has created buzz as people on Facebook (and other social media) told their friends and encouraged them to try it out. So increasing awareness, frequency and longevity of the ad. I have, for example, watched the ad many times trying friends and family addresses. 

I love the ad both professionally, and as a consumer (and Team GB supporter!). I think it is a great example of how you can stand out in a crowded and cluttered world. This is really hard in the Olympics and with the Olympics.

Here's to the #HOMEADVANTAGE!

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