Business

Is Samsung's Heathrow Ad Campaign A Little Too Aggressive?

Starting May 19, the terminal will reportedly be rebranded "Terminal Samsung Galaxy S5," and with that comes a whole host of changes.

Is Samsung's Heathrow Ad Campaign A Little Too Aggressive?
Flickr / terminal5insider, Karlis Dambrans
SMS

Heathrow Airport's Terminal 5 is set to get a brand-heavy makeover. Well, a Samsung-heavy makeover, to be precise. (Via Flickr / terminal5insiderKārlis Dambrāns)

Starting May 19, the terminal will reportedly be rebranded "Terminal Samsung Galaxy S5," and with that comes a whole host of changes to the website, signage and digital displays. (Via Samsung)

Android Central reports the company will have Galaxy S5 devices on hand for customers to test. The outlet posted the company's press release. Needless to say, Samsung's pretty excited about the two-week campaign. 

"We are always looking for ways to maximise brand impact. ... [This] was a one-off opportunity to push the boundaries like no other brand has been allowed to do before." (Via Android Central)

Like no other brand has been allowed to do before ... (Via Flickr / Sweetie187)

Right, so how did Samsung get this opportunity?

Well, everyone's pretty much sold on the idea that Samsung sold Heathrow on the idea — you know, as in gave Heathrow a whole lot of dough. (Via Flickr / terminal5insider)

A writer for The Independent says, "It's no secret that their position as the best-selling Android manufacturer in the world is mostly thanks to their gargantuan advertising budget."

And Gizmodo agrees, saying, "Heathrow must have been offered enough cold, hard cash to allow Sammy to run around the airport re-branding all Terminal 5 signage."

It's certainly worth noting Samsung has made headlines on several occasions for outspending just about everyone in the smartphone advertising game. (Via The Wall Street Journal, Ubergizmo, BGR, Business Insider)

In other words, it's safe to say we shouldn't be surprised. And one would think it's a smart move to advertise in what some call the world's busiest terminal, right?

Maybe not. A writer for Forbes thinks otherwise, questioning whether Samsung has taken its marketing too far.

"It does weaken the brand perception of Samsung. It feels cheap and tacky (although I suspect it's far from a cheap deal); it shows Samsung spending more money to keep the sales of the Galaxy S5 high." (Via Forbes)

Instead of sales being based on popularity alone, it could just be a matter of brand awareness: You need a phone. You see the Galaxy S5 everywhere you go, so you buy it. (Via Samsung)

A writer for The Verge says the campaign is pretty aggressive, writing, "The only way you'll avoid seeing Samsung's latest flagship phone will be with a blindfold on."

Ars Technica agrees, calling the campaign "simultaneously sad and dystopian" and once again pointing out the aggression: "Samsung is digging its fingers deep into your travel experience and forcing you to engage with it."