British Airways · Visit Mum

How an email stole hearts
and 38% of market share.

See the Effie Case Study ❯ Or watch the OG film — then call your Mum ❯
3.2M+ YouTube views
#5 Most shared ad globally
38% Market share gained vs Western Airlines
5% Market share taken from all airlines
The Ecosystem

Growing scale with a budget that couldn't budge.

It happens differently for every brief — but for this one it was hyper-efficient use of production funds, understanding the lifecycle of our idea, and launching a sequel for the cost of a plane ticket that helped turn a simple idea into a massive sales platform.

See the Effie Case Study
ba.com/visitmum
Earned Media
Display
UGC
CRM
Social + Display

Feeding the asset monster.

A run-and-gun production in tandem with our main shoot generated a content library that fueled the entire media buy and social campaign.

Mum interviews gave writers authentic voices to inspire every headline.

UGC · Promotion

#visitmum

People posted their favorite "Mom and Me" photo for a chance to win their own Visit Mum story. BA reenergized the campaign and seeded a social conversation for the cost of a plane ticket.

Nazia Batool
@NaZZB12
Follow
My mum giving me away on my wedding day, exactly four years ago. bit.ly/1esPieg #visitmum
Nazia and her mum embracing on her wedding day
Mehnaz Kapadia
@NaaZuk
Follow
@BritishAirways #visitmum bit.ly/1esPieg
Miss my ma so much. Wish i win, to give her d surprise of her life!
Mehnaz and her mum
Neil Sadhu
@Neil_Sadhu
Follow
@BritishAirways Mom & Me. #visitmum bit.ly/1esPieg
Neil and his mum
British Airways
Oct 2013
Congratulations Rusha, #visitmum contest winner! Get ready to write your own Visit Mum story.
Rusha and her mum
Nazia
Earned media

Earned love.

With $0 for PR, the story had to be good enough for the press to pick up. They did — over and over again.

"All marketing should aspire to be this good."
— Jeff Weiner, CEO LinkedIn
Adweek Top 10 Commercials of the Week
"Warning: You may experience the overwhelming urge to call your mother while watching this."
— HuffPost
New York Daily News feature
"Best travel campaign ever."
— MSN
In-flight Experience

"Team, no ideas that affect anything wings in. No exceptions."

It was the one unbreakable rule our account had — the thing that just can't be done on any airline account.

Did we mention no one says "no" to Mum?

A handwritten Pav Bhaji recipe from one of the Mums
British Airways announcement: Mums of India inspired meals now served inflight
Recognition
Grand Prix
Jay Chiat
Strategic Excellence
Gold
Effie
Effectiveness
Gold
Jay Chiat
Strategic Excellence
Gold
DMA Echo
Direct Marketing
Silver
One Show
Branded Entertainment
Silver
One Show
Interactive / Online Film
Silver
Effie
Effectiveness
Bronze
Caples
Direct & Promotional
People's Choice
Webby
Online Film & Video
Special Award
Mike Hughes
Creativity Award
Shortlist
Cannes Lions
Film Craft
Top 10
Adweek