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How Acer captivated an audience at Heathrow's Terminal 5

How Acer captivated an audience at Heathrow's Terminal 5

Background

Computer manufacturer Acer worked with Blackjack Promotions to give Heathrow T5 passengers the opportunity to experience its range of laptops, notepads and tablets, with no pressure to buy. The main aim was to promote the Acer name, to promote its products and to raise brand awareness. They were also able to obtain information from passengers to formulate a better understanding of purchasing habits and product opinion.

Strategy

Acer and Blackjack created a bespoke stand for T5, and displayed a wide range of products available for passengers to engage with. The stand was open between 6.30am and 6.30pm seven days a week from 1st December 2010 until the end of June 2011, and was manned by three staff at any time, all supplied and trained by Blackjack.

Acer had approximately 20 different models on the stand, with staff fully trained on each product which allowed them to give passengers in-depth demonstrations on the unique features. The staff were trained to not only be informative and knowledgeable, but to also leave the passengers with a positive association with the brand.

Implementation

The activity was aimed at a wide range of passengers, from window shoppers to those who were well versed in Acer and computer products. While the stand did not provide direct sales, the public were able to learn about the products through demonstrations and first hand interactions and trials of the products.  

Staff also used this time with passengers to obtain crucial market research information in order to give Acer more information on who their customers are and about their shopping habits. The staff also provided incentives for passengers, branded pens, notebooks and moleskins were given to all those who volunteered information.

Results

The approximate total of audience interactions with the Acer stand during the course of the activity was 7,158, with 976 completed questionnaires and 1,069 giveaways. There were between 40-80 quality interactions per day, where passengers spent ten minutes or more viewing demonstrations and interacting with the different products.  

The Aspire Z5700 All-in-One Touch Screen was very popular amongst adults, many commented on its similarities with products in the Apple range. The unique features and its affordable price made this model a very appealing product. Alternatively, the Iconia proved to be popular with the majority of passengers. It was a new release from Acer and once it was on the stand, it quickly became one of the most asked about products. Passengers were impressed with the concept and relative ease of use.

Throughout the entire promotion, the Aspire 5745DG (3D), was the staff’s “go to product”, with few passengers being aware that Acer produced 3D laptops. About 95% of people who were given a demonstration of the 3D technology were extremely impressed with the graphics.

Overall, the Acer stand was a great success. It brought a great deal of awareness to Acer as a brand and its variety of products and left a positive association with the passengers who visited.





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