Samsung sells more smartphones than any other company on earth. The secret to its success isn't software or hardware, it's that massive marketing budget. So it should come as no surprise that the company is taking over Heathrow Terminal 5 in London, which it calls "the world's busiest terminal," in a two-week campaign for the Galaxy S5.
Starting May 19, Terminal 5 will become Terminal Samsung Galaxy S5 in a promotion that will cover "signage, wayfinding, website and every single digital screen" in the airport." The airport terminal hosts thousands of travelers every day, raising Samsung's brand penetration by bombarding passengers with pictures of its newest smartphone.
Beyond blanketing the busy terminal with ads, Samsung will also promote Dixon Travel stores in the airport where passengers can try out the Galaxy S5 for themselves. But even customers who race through the Terminal Samsung Galaxy S5 won't be able to avoid the onslaught of marketing. You can't buy that kind of attention, but Samsung can.1
16th May 2014, London, UK – Samsung is set to dominate the world's busiest terminal by rebranding Heathrow Terminal 5 as 'Terminal Samsung Galaxy S5.' The activity, in conjunction with JCDecaux Airport, is set to raise awareness of Samsung's flagship mobile and is the first time Heathrow has permitted a brand takeover of Terminal 5.
The revolutionary two-week campaign, which kicks off on 19 May, sees Samsung take over the signage, wayfinding, website and every single digital screen at the UK's newest terminal to promote the launch of its iconic Galaxy S5 mobile. Reaching the thousands of passengers who travel through the terminal each day, this extraordinary partnership will take Samsung brand awareness to a whole new level.
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."
The initiative includes all signage throughout the Terminal Samsung Galaxy S5 terminal – at the entrance and drop-off locations, in the lounges, at security and at the gates. In addition, all 172 digital panels in the main terminal, gate rooms and baggage reclaim areas will feature the rebrand 'Terminal Samsung Galaxy S5' and images of the Galaxy S5 smartphone.
Online visitors to the Terminal 5 site will also experience a rebranded 'Terminal Samsung Galaxy S5' home page. In addition, signage in the airport lounges will drive passengers to the Dixons Travel stores where they can try out the phone for themselves.