Brand: British Airways
Media: Flash Game
Launch: October 2009
The issue:
British Airways launched a new service, Club World London City in October, 2009 – a brave move in the middle of the financial crisis. The service is designed to maximise the productivity of business traveller with a premium service from the heart of London City to JFK. The travel trade play a crucial role in selling these seats, yet the trade are only allowed 4 minutes every day to look at the internet. So whatever piece of communication they get from suppliers like British Airways needs to be quick, engaging and rewarding.
The project:
So we devised a quirky quiz, highlighting the six key benefits of the new service with the lure of a prize – and all in under 4 minutes. Working with the talented illustrator Serge Seidlitz, we created an animated question-answer sequence that was georgous to look at and play with. Of course the answers were memorable and, just to make sure they would remember all the details, we added a PDF summary sheet at the end.
The results:
More than two-thirds of the audience completed the game right to its conclusion. What’s more, half of them stayed on it for up to 8 minutes (they liked it so much they broke their rules!). So it was ‘sticky’.
