British Airways Flight BA2012

[Agency: Cake London]

Challenge: Since 2010, Cake has been working with British Airways to bring to life its Olympics sponsorship through the Great Britons Programme, which supports up-and-coming British talent in food, film and art. A launch moment was needed to unveil the Great Britons work ahead of the games and raise British Airways’ profile as an Olympics sponsor. Wanting to engage existing and new audiences and increase favorable bonding between consumers and the brand, BA’s target was to reach at least 40 million consumers through editorial coverage.

Actions: Cake conceived and created Flight BA2012, a three-in-one pop-up venue incorporating a gallery, cinema and dining lounge replicating the interior of an actual British Airways aircraft. Flight BA2012 offered a premium flying experience, allowing the public to sample the Great Britons work and connect with British Airways’ partnership of the London 2012 Olympic Games.

Results: Research carried out by British Airways after the campaign found that three-quarters of guests felt more inclined to fly British Airways in the future and that 87 percent of guests said it gave them a better impression of the airline. Because of Flight BA2012, British Airways added 30,687 Facebook fans and gained 631,250 new YouTube views. And PRWeek described it as a “flying first class stunt.”