British Airways - "It's Coming Home (Film Case)"

Ogilvy UK

Ogilvy UK London, United Kingdom

7565

Brand: British Airways
Country: United Kingdom

Advertiser: British Airways

Title	It's Coming Home (Film Case)
Agency	Ogilvy UK
Campaign	It's Coming Home
Advertiser	British Airways
Brand	British Airways
Posted	November 2019
Business Sector	Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
Philosophy	With World Cup fever gripping the nation, BA wanted to reignite their love affair with the British public. The trigger was when ‘It’s coming home’ memes, inspired by England’s unexpected success and the Three Lions anthem, flooded the internet. In just 12 hours, a BA boarding pass was created, with every element carefully crafted to capitalise upon the euphoric mood of the nation. Despite BA not being a sponsor, the work became the most talked about piece of advertising at the World Cup with an engagement rate 22.5 x the BA benchmark, whilst reaching over 47 million people organically! The trigger for the work was when ‘It’s coming home’ memes, inspired by the Three Lions anthem, flooded the internet. In 12 hours, a boarding pass was created with elements crafted to capitalise upon England’s success. Topical references included the passenger name, ‘Football’, a flight from Moscow after the final, manager Gareth Southgate, ‘Gate: South’, the team’s last triumph, ‘Gate closes: 1966’, the seat ‘52H’ (52 years of hurt), Wembley’s postcode and Harry Kane’s golden boot aspirations. Despite BA not being a sponsor, the work became the most talked about piece of advertising at the World Cup.
Media Type	Print
Length	120 seconds
Advertising Manager	Jo Bacon
Client Director	James Wilde
Director of Brand and Customer Experience	Carolina Martinoli
Head of Brand	Hamish McVey
Manager, Global Marketing and Communications	Paul Rogers
Activation Business Director	Nicky Traynor
Activation Account Executive	Liora Fox
Activation Account Manager	Stav Physicos
Head of Biddable	Lee Pepper
Performance Senior Account Executive	Rob Simmons
Director of External Communications	Louise Evans
Account Director	Thomas McManus
Account Director	Rory Davis
Planning Director	Ed Hayne
General Manager	Vicky Thompson
Managing Partner	Joshua Harris
Agency	Wavemaker WPP
Chief Creative Officer	André Laurentino
Chief Creative Officer	Mick Mahoney
Executive Creative Director	Jules Chalkley
Creative Director	Martha Riley
Creative Team	Tom Madden
Creative Team	Morgan Hinds-Shorland
Head of Design	Dave Towers
Campaign Manager	Gary Fozzard