Microsoft sends astronauts to Samsung Heathrow takeover

Microsoft's 'Lumianauts' entered the terminal on Saturday
Microsoft's 'Lumianauts' entered the terminal on Saturday

Microsoft Devices sent a group of actors dressed as astronauts to Heathrow last Saturday (24 May) to mock rival Samsung's takeover of Heathrow Terminal 5.

The PR stunt used astronauts to poke fun at Samsung’s ‘Galaxy’, which is currently situated in the busy airport terminal.

The Microsoft stuntmen arrived in a moon-lander space buggy early in the morning and set out on their mission to explore the galaxy. Unsurprisingly, the group acted confused and disappointed at what they discovered.

Microsoft, who recently acquired mobile phone manufacturer Nokia, took the opportunity to promote its rival device, the Lumia. In an article on the Nokia website, the company said: "While our Lumianauts sadly didn’t make it into orbit this weekend, we can all console ourselves with the knowledge that the Lumia we have in our pockets is always out of this world."

Samsung’s Galaxy’s two-week rebranding of Terminal 5 began on 16 May. The campaign has seen the electronics firm take over the signage, wayfinding, website and digital screens in the airport to promote the launch of its latest phone.

Russell Taylor, Samsung’s corporate marketing VP, UK and Ireland, said: "We are always looking for ways to maximise brand impact and this activity is testament to that.

"The partnership with Heathrow Airport was a one-off opportunity to push the boundaries like no other brand has been allowed to do before."

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