The challenge was to help British Airways establish its heritage of working with Comic Relief over the past 25 years and raise awareness of Flying Start - their charity partnership with Comic Relief. Equal to this was the ambition to connect with an audience who are familiar and often arguably over-saturated by CSR brand messaging in a meaningful way that offered real engagement and differentiation from its sector.

The objective of the campaign was to raise awareness of the Flying Start charity as well as to raise money for Comic Relief and re-establish British Airways as one of the Comic Relief heritage partners.

Magic 105.4 built an integrated and fun campaign across an array of platforms including radio, online, mobile and social encouraging listeners to donate to Comic Relief through Flying Start. Presenters Kim Wild and Tony Hadley performed a live performance on board the 767 British Airways aircraft to Magic 105.4 competition winners. We enabled listeners to text FLY for their chance to win a seat on board the Gig in the Sky plane. By texting in they were donating £5 to Comic Relief and Flying Start charity.

Magic 105.4 delivered 250% more volume via text (£25k) in cash donations than expected and 30,000 users visited the special content hub hosted on the Magic website. Plus, 7,555 texts from listeners wanting to donate money and win the chance to be a part of a special gig in the sky.

"A huge thank you for all your hard work pulling all the Gig in the Sky activity together. The atmosphere on the day was amazing, performances epic and the prize winners thoroughly enjoyed themselves. That's not forgetting our two world records at 43,000ft - YouTube says it all! If it hadn't been for all your effort we would not have got there." Emma Chatfield - Campaign Manager, British Airways.