Samsung is launching a campaign at Heathrow’s Terminal 5 to promote its new “personal training phone” miCoach.
The outdoor campaign by the handset manufacturer, which is one of the first brands to book one of JC Decaux’s Terminal 5 sites, will be followed by print, digital and experiential advertising. The ads were planned by Cheil Worldwide and Starcom and booked by poster specialists IPM.
The nine-month airport campaign will run from March 27, when Terminal 5 opens to the public. It consists of four light boxes, which are mounted on two “wayfinding” beacons in the main departures area.
JC Decaux Airport’s managing director Julie France says: “We wanted to create an inspirational advertising space and so it is particularly appropriate that Samsung is using Terminal 5 for this exceptional new product launch.”
JC Decaux and BAA have redeveloped the advertising sites across all BAA airports as well as Terminal 5. An estimated £25m has been invested in Terminal 5’s digital technology and poster sites.
The Samsung miCoach claims to be a real-time coaching system and has been developed in conjunction with sports brand Adidas. It uses information from sensors to motivate the runner with phrases such as “speed up” and goes on sale in the UK later this month.