The "revolutionary" rebranding will last for two full weeks and will see all Samsung’s name and branding plastered all 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."
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.
The idea of a dead-eyed smiling counter attendant handing over a boarding pass and cheerily announcing, "Sir, your flight will be boarding at gate A1 in Terminal Samsung Galaxy S5!" feels profoundly disturbing; Samsung is digging its fingers deep into your travel experience and forcing you to engage with it. Advertising is already pervasive in airports, with most terminals featuring huge ad posters but in this case Samsung is ensuring that you cannot travel through the terminal without its name and its product's name being spoken at you. Anyone going through "Terminal Samsung Galaxy S5" will have to hear the fully branded name over loudspeakers and see it on their tickets—not to mention all the signage and the 172 digital panels.
Now is probably as good a time as any to point out that when it comes to high-flying branding exercises, Samsung’s got nothing on Japanese drink company Otsuka: that company is getting ready to plant a can of powdered Pocari Sweat sports drink on the surface of the moon as a marketing stunt. Welcome to the future...
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