Avios and British Airways – Putting more bums on seats

Avios spotted an opportunity. British Airways flights to Madrid were not as full as they should be. Avios persuaded BA that they needed to promote flights to Madrid.

To get more bums on seats we had to show Madrid in a standout way – we needed people to experience Madrid without having to be there.

“Tell me and I forget, teach me and I may remember, involve me and I learn.”

VR is that involving, learning experience. We used video technology to allow people to experience Madrid for themselves – from the comfort of their sofa. Hola 360° video.

We created an immersive 360° film that showcased Madrid in all its glory. We scouted great places, experiences and venues. We weaved them into First Person View, putting people in the heart of Madrid, virtually, making it visceral, leaving you with the feeling you had to go.

We took over the Sunday Times Travel magazine and gave away bespoke VR goggles, enhancing the viewing experience of the video. This, together with a press advert encouraged people to explore Madrid from the comfort of their sofa. 10 second teaser videos were also created and shared socially to tempt even more people to experience the video in full.

But it didn’t stop there. We introduced DR to the world of VR by retargeting those who had viewed the video via social and display banners to promote price messages and encourage booking. And it worked.