| 哲学 | 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. |