The Shortlist
CAMPAIGN
British Airways: Ambassadors of British Etiquette
AGENCY
BBH China
CLIENT
British Airways China
BRAND
British Airways China
DETAILS
CAMPAIGN SUMMARY

Over the last decade, the number of Chinese business-people visiting Britain has tripled. With China now being the third largest investor in the UK, this comes as no surprise (Christopher Rodrigues, Chairman VisitBritain).
 
Our task was to develop a digital campaign for British Airways to tap into this growing audience opportunity and become the choice of airline for Chinese business-people flying to Britain.
 
Britain is a very different business environment to China and we identified the opportunity to leverage this interest in Britain in a uniquely British Airways way to provide practical support to our audience in their British Business activity.
 
Whilst this audience may have profiles on some social networks, their engagement levels are relatively low. We knew how hard it can be to truly engage them with branded communications online. Our starting point was therefore to consider what it is that they are passionate about regarding Britain.
 
Based on four passion points (Business, Property, Education & Golf), we created a social community on Ushi.com (professional Chinese network, similar to Linkedin).
 
We used these passion points to engage our audience and bring to life the overall campaign idea: British Airways: Ambassadors of British Etiquette.
CAMPAIGN
XTL
AGENCY
UM
CLIENT
Australian Government
BRAND
Department of Social Services
DETAILS
CAMPAIGN SUMMARY

Our task was to encourage teens to be respectful in their early relationships to prevent violence later in life.  The trouble is, for teens any relationship (even a bad one) was better than no relationship at all.
 
Teen conversations now live online through social media platforms but the lack of policing in these environments had left teenagers vulnerable to online abuse.
 
Our idea was to create an online term teenagers could use to call out behaviour they considered to be ‘crossing the line’.
 
And so ‘#XTL’ was born – shorthand for ‘crossing the line’.  Whether an insulting or hurtful comment from a boyfriend or sharing a private picture without consent, from now on wherever the line has been crossed, it’s XTL.
 
The campaign was phased to establish, seed and cement the term – using key influencers, celebrities and media to prompt conversation and debate in social media. 80% of teens who were aware of the campaign correctly identified the term, and a third said their friends had used it. 16,000 conversations were generated, 108,000 social interactions and over 21 million social interactions were recorded.
 
We had given teens the confidence and the means to discuss, call out and self-regulate abusive online behaviours.  
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters