Samsung sells the most number of Android phones in the world. It’s a position it has held for more than a couple of years and a lot of it is down to how the company continues to bombard audiences with marketing and ad campaigns designed to flood your mind space with Samsung’s Galaxy line.
That marketing juggernaut is not going to stop any time soon, at least if the latest iniative is any indication. Samsung is rebranding London’s Heathrow Airport’s Terminal 5 for two weeks to promote the flagship Galaxy S5.
Starting next week, all areas of the Terminal 5 will be called “Terminal Samsung Galaxy S5” moniker. All the digital advertising boards, signage and publicity images will display Samsung’s brand new high-end phone, which has already set the pace in many markets.
Russell Taylor, Samsung’s UK marketing VP said the rebranding is an “one-off opportunity to push the boundaries like no other brand has been allowed to do before.”
A Heathrow Airport spokesperson said that the deal will only last for two weeks and Samsung has not bought naming rights. “Samsung want to call it Terminal Samsung Galaxy S5 and we are relaxed about that.”
It’s not just the airport that will see heavy Samsung promotion, the website for Temrinal 5 will also be rebranded with Samsung’s new phone. “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.”
Whether this will have any profound impact on sales cannot be answered yet, but Samsung is making sure that the S5 remains top of your mind, if by any chance you pass by Heathrow in the next two weeks. The timing of the rebranding exercise is peculiar as it comes just days before LG announces its G3 smartphone, widely expected to be a standout phone this year. In addition, rumour mills suggest that Apple will be launching a bigger iPhone 6 in August, so the S5 will soon have a lot of major competition, at least outside of Heathrow’s Terminal Samsung Galaxy S5.