Workday x British Airways Lounges — Powering Connections and Brand Awareness

Challenge

British Airways lounges host thousands of travellers each day — busy professionals, decision-makers, and frequent flyers who value both comfort and connectivity.
Workday sought to engage this premium audience in a subtle yet meaningful way, focusing on brand awareness and digital engagement rather than direct sales.
The challenge was to:

• Integrate Workday branding into the lounge experience without disrupting the premium atmosphere.
• Deliver measurable engagement with digital content in a passive, high-traffic environment.

Solution

Our team installed over 200 co-branded charging units across all Heathrow BA lounges. These units featured:

• Workday branding on both the hardware and the digital experience.
• A mix of AirMag and AirMag Dual Pro 2 chargers — offering power options for mobile phones, tablets, and laptops via wireless, USB-C, USB-A, and three-pin plug connections.

The chargers served a dual purpose: providing convenient charging to travellers while enabling direct digital engagement with Workday content.

Visitors could access Workday’s branded digital experience via NFC tap technology — the same seamless contactless method used in Apple Pay and Google Pay — ensuring a frictionless interaction that aligned perfectly with the brand’s modern, tech-forward identity.

Results

Over the six-month campaign:

• 75,000+ interactions were recorded with Workday’s curated digital content.
• 85% of those engagements came via NFC tap, demonstrating strong user adoption of the technology and the appeal of the branded experience.
• Each interaction directed users to a Workday landing page, delivering targeted brand messaging designed to enhance awareness and familiarity among a premium audience of business travellers.

Although exact footfall figures were not available, engagement levels suggest significant reach and sustained user interest throughout the campaign duration.
 
Impact
The campaign successfully combined utility, visibility, and digital engagement — transforming a simple luxury into a measurable brand channel.

For Workday, this partnership:

• Increased brand touchpoints with a high-value, business-oriented audience.
• Reinforced the brand’s association with innovation, efficiency, and modern technology.
• Delivered quantifiable engagement data to demonstrate ROI and user behaviour.
   

Conclusion

The Workday x British Airways Lounge campaign illustrates how smart technology integrations can deliver meaningful brand impact in real-world environments.

By blending physical convenience with digital engagement, Workday successfully turned moments of downtime into powerful opportunities for brand connection and awareness.

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