For British Airways’ 2019 Jan Sale campaign, we pushed boundaries by delivering an industry first in creative automation.

Using localised live search trends, both digital display and Digital Out of Home content automatically adapted to display the most popular travel destination in that postcode, all in real time.

Anyone in Westminster would see the same destination on desktop ads, the London Underground and roadside screens, whereas those in Southwark could have seen a different destination across various channels, depending on what was being search for in that area.

A true media first in cross channel creative automation and quite possibly a glimpse into how things may well work en-masse in the future.


Creative agency – Ogilvy
Media agency – Wavemaker
Specialist – Kinetic
Digital production –