Last week I read an article on WSJ about British Airways using innovative approach to improve their bad PR about their new Terminal 5 in London. When BA opened terminal 5 it was a disaster missed baggage, long wait times for check in etc. There was huge bad PR from that opening of Terminal 5. Now BA is planning to overcome that image by running daily ads in newspapers and Radio.
The strange thing about these ads are they are created everyday and then published in the paper the next day. I may not have exact times here correct but it is like they take pictures of real passengers at Terminal 5 during the day from 6:00 AM to Noon with the amount of time it took for that passenger to go through check in or collect baggage etc. In the afternoon the ad agency collects all pictures and creates ad campaign by 4:00pm. Then they are submitted to BA authorities for review and a particular ad is selected by 5:00pm. Then they are sent to paper and radio for publication the next day.
This strategy for dynamic (or almost dynamic) ad creation is is really innovative but at the same time could be difficult to continue maintain the service levels everyday.
On a bad day it may not be able to create an ad and it may be noticeable by customers when they see an ad being repeated or if they do not see the ad at all.
But if everything goes smooth then it obviously creates good word of mouth because the passengers themselves are involved and its very fresh ad campaign.
I think it creates lot of pressure on the ad agency who is creating the ad, in these days when an ad takes at least a week to create it is really challenging to have less than 20 hrs workaround on the ads. All the best to the ad agency!!
The strange thing about these ads are they are created everyday and then published in the paper the next day. I may not have exact times here correct but it is like they take pictures of real passengers at Terminal 5 during the day from 6:00 AM to Noon with the amount of time it took for that passenger to go through check in or collect baggage etc. In the afternoon the ad agency collects all pictures and creates ad campaign by 4:00pm. Then they are submitted to BA authorities for review and a particular ad is selected by 5:00pm. Then they are sent to paper and radio for publication the next day.
This strategy for dynamic (or almost dynamic) ad creation is is really innovative but at the same time could be difficult to continue maintain the service levels everyday.
On a bad day it may not be able to create an ad and it may be noticeable by customers when they see an ad being repeated or if they do not see the ad at all.
But if everything goes smooth then it obviously creates good word of mouth because the passengers themselves are involved and its very fresh ad campaign.
I think it creates lot of pressure on the ad agency who is creating the ad, in these days when an ad takes at least a week to create it is really challenging to have less than 20 hrs workaround on the ads. All the best to the ad agency!!
No comments:
Post a Comment