As part of the British Airways 21st Century campaign, BA wished to produce a CD to be widely distributed at airports, trains stations and other transport hubs, copies attached to covers of various trade and public magazines plus as part of a direct mailing initiative. Having already engaged another agency, BA felt that the content produced did not demonstrate the 21st Century message of the campaign. TMW, BA's London PR agency, approached Perfunktory for a proposal of what was possible using CD media and within the deadline for a pre-booked Royal Mail large scale mail out.
The campaign focussed on the world's first fully-flat beds being used in Club World class on board all BA 747 flights. Our proposal set out to achieve an experience of placing the user on the bed, to highlight and demonstrate the features and benefits of the bed. The concept was expanded to deliver an overall experience to the user of taking a flight, from check-in to take off. An interactive game showed the various pre-arrival check-in options and time saved with each. The an on-board simulation, utilised 360° photography linked to video shorts, to show features of the chair/bed and cabin. The linking of the iPix photography and video contents was a newly developed technology by Perfunktory, extending the use and possibilities with iPix photography.
From initial engagement to delivery of gold discs for reproduction, in multiple formats for each travel class, the project had only 6 weeks to deliver a user experience that met the 21st Century campaign message. BA's marketing division reported it as their best digital project to date, both in terms of meeting difficult deadlines and quality of content. Over 500,000 CD's were distributed and after a the first month there was only one reported issue with the CD, which upon investigation was found to have been caused by use of a computer that fell well below the advertised minimal requirements.
Project Duration :6 weeks
Company :Perfunktory Group
Position :Technical Director
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