Terminal ‘Samsung Galaxy S5’

An innovative “sponsorship” of the world’s busiest airport terminal delivered global earned media value, driving instant buzz for the brands new product launch.

The Challenge

The launch of Samsung’s fifth generation Galaxy smartphone included an array of new features, making it the most technologically advanced smartphone on the market.

But in a technology obsessed sector with new gadgets launching all the time, how do you cut through the clutter and get a new phone noticed?

Our Solution

The audacious idea to re-brand Heathrow’s Terminal 5 – the UK’s gateway to the world – as Terminal Samsung Galaxy S5 was born.

Aimed at driving buzz amongst its audience of tech influencers, the concept was in keeping with Samsung’s core OOH principles of being Iconic, Distinctive and Innovative.

Signage throughout the terminal was re-branded ‘Welcome to Terminal Samsung Galaxy S5’ – including entrance and drop-off points, lounges, security, gates, baggage reclaim and on all 172 digital panels within the main terminal.

The product launch was unmissable to over one million passengers flowing through the terminal during the campaign period.

Results

The “sponsorship” received over 1,000 unique mentions on traditional websites, with Twitter generating most buzz with over 5,500 unique tweets on the first day of the campaign alone.

The campaign received extensive coverage from hundreds of news and blog posts including Forbes, Mashable and The Huffington Post.

National & international newspaper coverage included The Independent, Bloomberg and The Times of India, and it was even reported on TV by Sky News.

And in the words of The Next Web: “If you’re wondering how Samsung manages to sell a truly eye-watering number of smartphones every year, this is it. The marketing execs at HTC, Sony, Motorola and Blackberry must be looking on with envy. Sorry folks.”

Resource Centre

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