Big Little Welcomes
For many, Christmas is a time for reunion with loved ones and British Airways knows there is no greater feeling than the excitement of when your plane is about to land and you’ll soon be reunited with those who matter the most. With air travel consistently peaking during the Christmas period, British Airways saw this as an opportunity to capitalise on the increased travel and footfall in airports, reaching travellers in a positive mindset and reminding them of the emotional reason they travel.
As A British Original brand, British Airways was the carrier to reunite them with loved ones. Being met a the airport is one of the most joyful and emotional moments of the reunions, so Uncommon created a platform called ‘Big Little Welcomes’ to remind people why they were making their journey. The creative featured real, personalised, heartfelt messages for travellers to see as they landed back in the UK.
A Social & CRM recruitment campaign invited family and friends to submit handwritten messages to use one of the three responsive fonts and festive doodles. Messages appeared across DOOH screens in London airport terminals and travel routes from 15th – 24th December, dynamically served using flight numbers and live API data to ensure they were seen at exactly the right time. Highlights included the Canary Wharf Towers and Cromination to reach travellers from London City and Heathrow.
Heart-warming messages ranged from a 60th birthday surprise, to a first-time family introductions. While the idea reached BA customers with precision, we ensured it landed with a wider audience through Social, celebrating customers’ stories and reactions.
The campaign resonated deeply, with over 700 unique messages submitted, strong brand health movements, and significant increases in awareness, consideration, and preference, proving British Airways is the airline that reunites people with those they love.