Category Archives: branding

A match made in confusion: Samsung X Heathrow T5

 

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‘Imagine’ is Samsung’s brand slogan so I ask you this, imagine one of the largest and most innovative technology companies partnering with one of the world’s busiest International airports. Surely this would be a match made in heaven, a sponsorship deal based on mutual benefit and an initiative that enhances the passenger experience. Sadly this is not the case. Samsung revealed recently that they have rebrand Heathrow’s famous Terminal 5 as ‘ The Terminal Galaxy S5’ for a two-week period. Firstly, the rebranded terminal name is terrible, an example of pure unimaginative marketing prowess. Surely  ‘The Samsung Galaxy Terminal S5’ would make more sense and have more meaning to an already bemused and flustered traveller.

Now imagine the look on the face of this same passenger when they realise that there really is no benefit to them from this tie-up apart from utter confusion, obtrusive advertisements and signs directing them to Dixons where they can try out the new phone. The problem is that this marketing idea is a daft one based around basic awareness and not engagement. One that is created by one of the most daringly innovative brands of our times, it just doesn’t add up. It is really a sponsorship sell out on behalf of Heathrow who are the only ones who will be surprised and delighted when they see the benefit to their bottom line.

It also speaks volumes about Heathrow’s brand values and their mission to ‘Make every journey better‘. If they were true to their word on this, they would have encouraged Samsung to integrate the S5 into the passenger experience. Maybe create an S5 lounge and give passengers the opportunity to transfer their boarding card onto test models after security, then use the phone for the remaining waiting time at the airport, tweeting pictures and enjoying the product. Where can they run to when they are in a secure zone and their boarding card is on the phone?

In essence, this latest marketing initiative goes against both companies brand values. However, for Samsung it hits harder. The campaign is clunky, unimaginative and basic, the antithesis of what they represent. A little more imagination could have gone a long way.

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Zip-A-Dee-Doo-Dah ‘Zaconey’

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I do enjoy a funfair and a little tipple, but not usually together. Well last week I got to enjoy both with  the launch of Zaconey, a new delicious fun spirit with a bourbon twist. It was held in the wonderfully appropriate Everleigh Gardens on Harcourt Street, and from the outset it was a triumph. This was one of the most impressive and enjoyable launches I have been to.  The location really encapsulated the fun aspect promised by the theme park styled invite. A welcoming theme park attendant told us to ‘enjoy the ride’ and we  certainly did.

The branding was impressively ubiquitous and the staff really seemed interested and friendly. I must admit that I undertook an extensive taste test in order to give you a reliable review!  Various mixtures and combinations later (including a Zaconey slushy), I can attest that it is quite delicious. It’s a sweet-ish drink,  just like the candy floss mini cones, sweet potatoes and jars of sweets we were tempted  and lured into tasting.

This was certainly not the typical funfair offering of chips in a plastic box and unlike many funfairs, I actually won something. An enjoyable game of ‘hoopla’ turned out to be more fruitful than anticipated. With my Zaconey tee-shirt proudly stashed away, I reflected on the event. The lesson I learnt here is that alcohol and funfairs actually go quite well together, contrary to  horrific housewife tales of exuberant hurdy gurdy mishaps! Thankfully no mishaps at this launch, this was a slick operation. A fun-filled launch of roller-coaster proportions.

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