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Microsoft are the launch partner on the Towers@T5

Microsoft was the launch partner Towers@ T5 – the largest digital airport opportunity in Europe, located at Terminal 5, Heathrow’s busiest airport terminal.
Microsoft utilised the iconic platform to showcase the impact of Microsoft Cloud. Microsoft is promoting it as the cloud that enables AccuWeather to respond to 10 billion requests for crucial weather data per day.
Pursuing Microsoft’s business audience and in collaboration with Empowering Media and JCDecaux UK, PSI planned a campaign that would reach a high footfall of airport business travellers in a dominant way.
With five screens located landside and two located airside, the Towers @ T5 ensured maximum impact as they reach 100% of the Terminal’s departing and transferring passengers. Each digital display is 14 metres wide by 7 metres high, and has a 6mm LED screen quality. These can be treated as one synchronised showcase, or as individual displays.
This activity received an abundance of attention in the media with a collaborative press release from all parties involved in the campaign reaching the likes of DailyDOOH, Frontier, Airport Technology, Essential Retail and Screen Media Daily.
Microsoft has also deployed classic and digital Out-of-Home locations throughout Terminal 5’s check-in and security check zones as well as key opportunities at Heathrow Express.
Alan Sullivan, Managing Director of JCDecaux Airport, said: “It’s great to see Microsoft as the launch advertiser on this stunning new 700 square metre digital platform – the Towers@T5. These seven new iconic locations in Heathrow offer an extraordinary new opportunity for brands to dominate and inspire the affluent, exclusive and influential passengers of Heathrow. This demonstrates once again how the airport is at the cutting edge of digital OOH innovation.”
Robin Hall, Managing Director of Dentsu Aegis OOH’s international division, said: “Being the Towers @T5 launch partner provides the ideal opportunity for iconic brand Microsoft to reach the highly desirable international business traveller through a hugely impressive site”.
Jonathan Coen, Heathrow’s Retail Director, said: “As Britain’s hub airport, connecting more than 70 million passengers across the globe every year, it’s no surprise that the world’s premier brands have recognised the power of advertising at Heathrow.  We are delighted to welcome Microsoft to Terminal 5’s newest installation”.

Prada Experiential at Heathrow's Terminal 5

Puig showcased the latest edition of their best-selling perfume, Prada Candy, this summer in an experiential and DOOH campaign.
Planned and booked by Havas and PSI, the campaign took over the departure lounge of Heathrow’s Terminal 5 as it targeted passengers for the launch of Candy Florale. The experiential zone was situated in close proximity to both World Duty Free and the Prada store, capitalising on the point-of-sale opportunities to purchase the scent at the airport.
Passengers were invited to try out the perfume and other Prada Candy fragrances as they made their way through departures.
As JCDecaux Airport’s Global Shopper 2013 research reveals, shopping while abroad is an integral part of the travel experience, with 81% of global shoppers purchasing luxury cosmetics and fragrances at the airport.

BA Influences T5 Passengers

British Airways deployed a tactical DOOH campaign with JCDecaux Airport at Heathrow Terminal 5, targeting passengers with destination-specific messaging as they travelled through the terminal.
With multiple-creatives, the campaign influenced passengers by strategically displaying messages relevant to each digital screen’s location. At check-in, British Airways reminded passengers that they will ‘take those bags off your hands’, whilst in the departure lounge they prompted passengers to think about getting ‘that last minute present’ outside Harrods and ‘the perfect holiday read’ outside WH Smith.
This four-week campaign was planned and booked with JCDecaux Airport by PSI.