More Than 170 Digital Out-of-Home Screens Promote Samsung Galaxy S5 at Heathrow’s Terminal 5
UNITED KINGDOM — A two week ad campaign on behalf of Samsung will dominate Heathrow’s Terminal 5 using both digital and traditional media. Samsung’s Galaxy S5 campaign marks the first time Heathrow’s Terminal 5 has permitted a complete brand take over. Samsung’s campaign was developed by Cheil UK in conjunction with JCDecaux Airport will run through the end of May. The campaign includes all signage throughout the Terminal including all 172 digital signage screens at the main terminal, gate rooms and baggage claim areas, as well as entrance and drop-off locations, lounge, security and gates areas.
The fully integrated campaign includes activation, PR support and online sponsorship of Heathrow’s Terminal 5 website, which features the campaign’s rebrand Terminal Samsung Galaxy S5. In addition, signage in the airport’s lounge areas direct passengers to Dixons Travel stores where they can try out the Galaxy S5 for themselves.
“We are always looking for ways to maximise brand impact and this activity is testament to that. The partnership with Heathrow Airport and JCDecaux Airport was a one-off opportunity to push the boundaries like no other brand has been allowed to do before,” said Russell Taylor, Vice President, Corporate Marketing, at Samsung Electronics UK & Ireland.
“The Galaxy S5 is the biggest mobile phone launch of the year and we wanted to go truly above and beyond when it came to building awareness. We have created an extraordinary partnership with London Heathrow. As a result, what we’ve created here for Samsung is something no brand has ever managed before. For two weeks every passenger traveling through the world’s busiest international terminal will see the Galaxy S5 everywhere they look,” said Fiona FitzGibbon, Head of Out of Home at Cheil UK.
“This is the first time an advertiser has rebranded a terminal for a major product launch. It’s a fantastic example of a client working in partnership with ourselves and Heathrow to deliver a spectacular Media First. It makes a bold brand statement at the world’s best airport terminal, as awarded by Skytrax,” added Alan Sullivan, MD at JCDecaux Airport.
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