British Airways - Last Call

British Airways - Last Call

British Airways and Ogilvy PR experimented with eight-inch ‘mini’ replicas of several bloggers to build awareness for its lastminute Last Call fares, which are aimed at travelers who book flights without much lead time.

The airline collaborated with seven bloggers in the field of travel, fashion, culture and craft, as well as Quod - a 3-D printing company based in London - to print replicas of the bloggers for their mini-adventures. The creation of the very identical-looking ‘minime’s’ was documented in a video (available here ).

The four women and three men with Instagram followers that ranged from 300 to 3,250 saw their alter egos visiting the likes of Amsterdam, Istanbul and North Carolina, where they were photographed at different locations. The photos where then published on the Instagram account of the respective blogger. Examples here , here and here .

The airline selected bloggers known for spontaneity and who would appeal to a wide-range of people. According to Ogilvy, each blogger was carefully selected as it was important they have a mix of interests, and have the affinity for trying something new in order to connect with consumers who would consider this type of booking.

The campaign ran from June 2 to July 31. According to social media tracking service SkiftIQ, the number of British Airways’ Instagram followers jumped after the airline launched the ‘Last Call’ advertising campaign in early June.