Airports are busy places. They’re also natural environments where there is a lot of delay and downtime. To take advantage of this fact and the needs of travelers, Dell recently activated a travel hub experience at London Heathrow designed to highlight the latest Dell XPS range of products as part of the brand’s Power to Do More Campaign.
The three-month experiential campaign began in January and is targeting two locations in the airport’s Terminal 5. The Dell travel hub located in the main departure lounge gives travelers the opportunity to peruse Dell products, test new Windows 8 games, apps and features while waiting for their flights. Designed in the shape of a world map with LED lights highlighting the different time zones, visitors can also check the weather, make travel arrangements at their destination, Skype with friends, or catch up on news and their social media feeds. In the South Club Lounge located in the British Airways Club, business travelers have access to free WiFi and a Dell tablet bar during their wait. Visitors of both the hub and lounge receive exclusive offers and discounts redeemable via a QR code to a mobile site or by registering their email with the attending brand ambassadors.
“What we believe and what we see from our insights is that our customers find it very important to touch and feel a product in the purchase process, so what we’ve done here is choose a place where there’s a natural intersection with our target audience, but you also have some dwell time,” Jasper Brouwer, director-marketing segment strategy at Dell, EMEA (Europe, Middle East, Africa) consumer, small and medium business, told Buzz. “We didn’t just want to have something where they could tap it—we wanted to give them something with which to do more.” Agency: FITCH, London.