Charge up at Heathrow Airport with "Samsung Power Poles"

According to a survey by BAA, one of the most common problems among its passengers is the inability to charge electrical devices, such as mobile phones and laptop computers, at the airport. As an international planner, I know that the one thing that advertisers sometimes struggle to achieve in airports is audience ownership and cut through.

The solution is the Samsung Power Poles, a project developed by us at ipm in conjunction with Samsung and their agency Cheil Worldwide Europe that went live in April. The Power Poles are positioned in departure lounges at 47 different locations across Heathrow Terminals 1, 3 & 4 and offer travellers the chance to "charge up" by connecting their phones or lap tops to power outlets. These Power Poles are designed especially for Samsung, and include prominent branding and display cases to showcase the latest Samsung mobiles. I won't pretend that the process was easy, as we went through several design changes, and the key to the success of the project was agreeing locations for the Poles in prominent sites with lots of dwell time. But the pay off is fantastic; we've had lots of positive comments from passengers and the airport are happy because we`ve delivered a valuable amenity. But the best thing is the branding for Samsung which is better than we ever expected and a perfect showcase for mobile phones.

By Hannah Fuller