London Heathrow Airport Star Wars Day
On May the 4th 2018, we executed a Star Wars themed piece of activity that went viral. From Sydney to Singapore, and San Francisco, social media users and press noticed the slightly unusual departure boards and expressed their excitement online. Fictitious departure boards appeared across all terminals at Heathrow displayed across hundreds of screens on the 1,227- hectare site. Destinations appeared as planets and flight numbers were replaced with film references that fans and passengers would universally understand.
Heathrow’s reach and impressions excelled into the millions beyond our tracking power through a simple user-generated content fuelled idea. Pick-up included US prime time television, international news programmes, and even radio in Australia.
Heathrow’s brand perception and sentiment soared online and amongst staff as excited spectators got into the Star Wars spirit. Check-in staff morale was high as it diffused unhappy passengers and employees could participate in requests for flights to the fictional planets.
Using our personal network, we escalated the idea to Disney’s senior brand team and Lucasfilm to comply with copyright and I.P restrictions and gain the support of both UK and US Directors. Our personal network is something we pride ourselves on as we have consciously tried to make a great impression wherever we go. We are very proud of this campaign and since its success, we have received recognition from Disney, our network, and Heathrow’s CEO.
"Heathrow Airport Officially Wins 'Star Wars' Day With Their #MayTheFourthBeWithYou Efforts."
"Star Wars Day: Heathrow Airport alters departure boards to show destinations in a galaxy far, far away."
"Star Wars Day: Heathrow celebrates with fake flights to Alderaan and Death Star on departures board."