Brand Owner: Bmi
Date: July to August 2007
Media Agency: PHD
Other Agencies: Euro RSCG
Media Owner: ITV
Media Channels: TV
Bmibaby operates in the highly competitive low-cost flights market. Prices and availability constantly change and it's difficult to get an accurate up-to-the-minute pricing message across using TV.
The arrival of graphic overlays in the U.K. market has changed all that. The brand has used TV to target its key regions with an on-air ad that can be adjusted just 75 minutes before broadcast.
It already sponsored the regional weather bulletins but also leveraged ad spots to promote specific flights and prices based on up-to-the-minute sales data.
The technique was tested in Central in July before rolling out to Granada and Wales in August for a two-week promotion. A 10-second ad was used to promote a mix of Mediterranean flights, city breaks and business flights by driving consumers online.
Although graphic overlays have been used to name quiz winners as part of ITV's advertainment offering, this is the first time it has been used to target messages based on sales data. In effect it brings TV ads closer to the online ad-serving model.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.