Airline Battery Safety – UL Standards & Engagement
Characters
Color Palette and Iconography
Out-of-Home Digital Billboard
Online Videos
Airport Secuirty Bins
Challenge
Lithium-ion batteries power nearly all rechargeable devices, yet they carry a serious risk: if damaged, improperly charged, poorly manufactured, or counterfeit, they can overheat, catch fire, or even explode. These incidents are especially problematic on planes, and their alarming frequency is on the rise, now averaging about two per week.
Solution
Flights involve 'pesky passengers'—from over-recliners and armrest hogs to those whose mishandled devices risk
a cabin fire. Leveraging the insight that no one wants to be that passenger, ULSE launched a national online and out-of-home campaign. It subtly promoted safer rechargeable device handling as a courtesy, boosting comfort
and safety for all onboard.
a cabin fire. Leveraging the insight that no one wants to be that passenger, ULSE launched a national online and out-of-home campaign. It subtly promoted safer rechargeable device handling as a courtesy, boosting comfort
and safety for all onboard.
All characters and images were developed using WPP/Ogilvy’s proprietary AI platform. The campaign launched during the busy holiday travel season with online video, website, digital display ads at Ronald Reagan Washington National Airport and a multi-market media buy.
Results
Out of Home Activations
- Over 1,200 TSA security bins at DCA (Ronald Reagan National Airport in DC) provided 100% coverage, reaching over 814,000 monthly travelers with 2.2 million monthly impressions, placing the safety message directly at the point of interaction with devices.
- Digital billboards at DCA, strategically positioned across three checkpoints, ensured exposure to virtually 100% of post-security passenger traffic, offering strong frequency and enhanced message retention.
Digital Ads
- Generated over 19 million impressions across Meta and programmatic channels, with Meta achieving a 0.24% CTR (12,261 link clicks) and programmatic video boasting an impressive 92.98% completion rate.
- Drove over 33,000 total clicks to learn more about safer battery practices. Visual-driven ads consistently outperformed text-only versions, and geo-targeted ads around airports significantly increased website traffic, validating the effectiveness of reaching travelers in a relevant mindset.