IBM Lotus Knows Wimbledon At Heathrow T5

Adrian J Cotterill, Editor-in-Chief

In a first-of-a-kind digital advertising campaign for Wimbledon, IBM (IBM: NYSE) kept passengers at London’s Heathrow Terminal 5 up to date with the latest championship information right up to their boarding gate.

The airport screens were programmed to select match updates and players most relevant to departing flights, using information supplied by both IBM and BAA.

Roy Lee, Brand Manager, IBM UK & Ireland told us “Wimbledon is an experience for so many people, whether they are court side or outside. Information is being intelligently infused into so many communication formats now, so it is great that this ultimate British experience can be brought to fans just before they fly away.”

Steve Cox, Marketing Director, JCDecaux Airport added “On average, passengers look at digital screens 99 times during their airport stay. The campaign supports IBM’s role in delivering real time player progress to Wimbledon fans at a time when they are unable to watch the match and want to keep in touch with the action”.

Seventy-three digital screens located in the departure lounges along the main walkways transmitted tennis updates to interested fans.

Companies involved with the Heathrow Terminal 5 ‘Lotus Knows’ digital advertising campaign included JCDecaux, Kinetic, Mindshare and OgilvyOne.

2 Responses to “IBM Lotus Knows Wimbledon At Heathrow T5”

  1. Chris Heap Says:

    Great idea; dynamic, targeted and live – all the facets that make Digital so compelling.

    So why did I have to read the screen to understand what it was trying to tell me? Where was the look and feel that instantly defines Wimbledon (e.g. Scoreboard/Green/Racket/Strawberrys) – iconic graphics that provides a visual context and a reason to view.

    I’d be interested to see any research into how passers-by assessed what this content was and therefore whether they watched it as to a casual observer, it looks nothing more than a standard timetable and lacks the sparkle that perhaps content such as this should have had.

  2. Howard Smith Says:

    The IBM (Ogilvy produced) Wimbledon content which did exactly the same thing and ran on TransVision for a number of years on our software looked exactly like the Wimbledon score board so was much easier to get it !

    Picture here –

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