Big Little Welcomes


Client: British Airways

Connecting loved ones for over 100 years, British Airways (BA) wanted to celebrate the warm, fuzzy feeling with the hundreds and thousands of people landing back in the UK to spend Christmas with their loved ones. ​

‘Big Little Welcomes’ made sure that BA was a part of these reunions, giving friends & family the chance to surprise their loved ones with a personal handwritten message as they arrived through the airport terminal and en route.​ By collecting handwritten messages from passengers' loved ones, and then dynamically serving the greetings via DCO using flight numbers and live API data, this resulted in a highly-targeted campaign by being live at the right time.​ The campaign not only saw incredibly strong customer engagement with BA receiving 200+ messages submitted in just the first day of the recruitment going live, it smashed all brand metrics from awareness, consideration to purchase intent. ​ The beauty of this innovative campaign lay in the combination of the power of personalisation and tapping into real-time data to create truly memorable experiences.​ Every welcome, an original.