Title: Goodbye Winter Sale – Advertising Campaign and Online competition
Client: British Airways / BBH
Category: international
Location: Studios & Westfield Stratford, London
Description:

The Creative Brief:
1.Print Ad campaign Photographs – To create four very highly detailed ice sculptures of agreed subjects, to be shot very close up, in the photographer’s studio in central London. The ice sculpture designs would reflect the various destinations, capture the imagination and deliver striking impact in the range of ad mediums used for the campaign.

2.Online competition and interactive campaign/event
– To take one of the original designs from the ad campaign and recreate a 2m high, 700kg Ice sculpture of a waffle ice cream cone.
The ice cream was filmed during the making in our freezer studios, being used as part of an online competition mechanism relating to ‘how long will it take to melt?’. This activity, on BA’s Facebook page, was to culminate in the installation of the piece in the centre of Westfield Stratford to engage audiences in an additional live interactive competition to gain data capture and continue driving traffic to BA social media sites.
Innovative Solution: In both of the briefs, the BBH team involved and worked with The Icebox to decide on the final subjects that would achieve the best results in ice to meet all of the agency and client objectives. Working to the BBH creative team scamps, samples were made and the final sculptures for the shoot, created and transported to the photographers studios for a days shooting, with freezer vehicle and specialist crew on site to handle the ice models. The online activity involved the Icebox team coordinating with film crews regarding the shoot and creation of the piece over two days in the Icebox freezer studios. The finished piece then installed in a busy sensitive location, Icebox took care of all production on site for the event, managing throughout the whole day until the finale and ‘melt out’ at the end of the day.
Dynamic Result: The print and poster site ad campaign was very high profile throughout the UK, with BBH featuring the BA Winter Sale campaign as one of their great successes in 2012 so far. We were pleased to keep seeing the images in every location that we were working in throughout the UK.

The online activity attracted substantially more hits for BA than originally planned and anticipated, with many thousands of Facebook followers and ‘likes’, making the competition and activity a qualified success.

 

The live interactive event and ‘meltdown’ was hugely popular with over 180,000 visitors to Westfield Stratford during that cold Saturday in January. The BBH and BA teams were busy beyond all expectations. The power of ice, on a large scale was the major draw onsite and engaged the audience to take part in the competition. The Icebox team silently and seamlessly managed all aspects of the melt water control and all production on site, in a sensitive venue. Our clients were extremely happy with the whole project and every aspect of the Icebox involvement.

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