In a media first, Samsung dominated the world’s busiest terminal by rebranding Heathrow Terminal 5 as ‘Terminal Samsung Galaxy S5’. In this two-week campaign, Samsung took over the media space to promote the launch of its Galaxy S5 mobile.
Planned and booked with JCDecaux Airport by Cheil and Rapport, the campaign dominated the passenger journey from the entrance and drop-off locations, to the lounges, security, gates and baggage reclaim. In addition, digital screens in the airport lounges directed passengers to the Dixons Travel store where they could try-out the phone for themselves.
Russell Taylor, Vice President, Corporate Marketing, at Samsung Electronics UK & Ireland, said: “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.”
Please view the campaign gallery here.
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