Actors take train to extol BA services

British Airways commissioned agency Sense to promote its pre-arrival check-in and ticketing service via experiential activity during the summer.

The two-week Have You Clicked Yet campaign saw actors on the Heathrow Express train extolling the virtues of the new services.

Sense managing director Nick Adams said: "We needed to target the cynical 30 to 50-year-old commuters who can be less receptive to traditional marketing methods. We used this form of conversational advertising by employing a team of actors and scripting dialogue."

At the end of each journey the actors revealed the nature of the promotional stunt and the activity was measured via exit interviews with commuters.

In the end, 90% were able to recall at least one of the four key messages from the campaign.

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