Digital Billboard Interacts with Passing Planes

Installed in London's Piccadilly Circus this digital billboard by British Airways interacts with passing planes. According to British Airways it is designed to remind us how magical flying is from the perspective of children.  

According to The Drum the billboard uses "custom-built surveillance technology" to track incoming BA aircraft, prompting the screen to display a child pointing directly at the plane as it passes overhead. The text reveals the flight number and origin/destination, along with a custom message, such as the lowest fare for that route or the current weather where that plane is headed. 

“This is a first, not just for British Airways but for UK advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them. 

We hope it will create a real ‘wow’ and people will be reminded how amazing flying is and how accessible the world can be.” 

~ Abigail Comber, British Airways’ Head of Marketing

It's a clever combination of technology and advertising that creates a sense of amazement and wonder. 

Do you think this is the future of billboard advertising or a one off success?