Ogilvy

Client: IBERIA
Product: IBERIA
Title: Nothing is as big as Christmas
Media: Outdoor / Ambient
Country: España
Date Of Campaign: 13/12/2019

Background: Spain is a country that has been immersed in an economic crisis for too many years. As a result, countless people have relocated to other countries in search of better job opportunities, moving away from their families, often reuniting only around the Christmas holiday. Each year, Madrid’s airport receives thousands of Spanish passengers who find themselves in these (and similar) situations. We witness the year’s most emotional embraces, as families and friends finally reunite to spend some long-awaited time together. The emotion at the arrivals gate is palpable even before landing; the glances of the waiting family and friends reveal the excitement and mixed emotions of this long-awaited moment.

Idea: We created the world’s largest greeting card: the first outdoor display visible from an airplane, consisting of an installation 4 km from the Madrid airport on an area spanning 24,000 m2, where 2,600 50x50 cm LED devices were installed, interconnected and configured to function as an enormous video screen visible from up to 1,000 metres high, with an anti-glare system. The installation was synchronised with air traffic, and the messages rotated east or west depending on which of the two runways the flight approached. Users could write messages in real time on a website, indicating the flight number. We used real-time big data from flightradar24.com and an ad hoc tool was programmed to transfer the messages to the installation. Several drones were used to calibrate the screen and a team monitored the process during the month of the campaign from a booth in coordination with the control tower.

Results: -Brand awareness and distinction from the rest of the holiday “noise.” -Attributes of an up-to-date, attractive modern, digital and technological brand.-Emotional connection with the users: the excitement of Christmas.• Reach: +16 million• +160,000 interactions• +5 million views • Content amplification gained with an impact of +10 million.• +15,000 messages sent