JCDecaux and digital agency Splendid have created a ‘next-generation’ communications channel at Heathrow T5

UK. JCDecaux Airport and digital innovation agency Splendid have teamed up to launch a new interactive table-top advertising initiative for the Tag Heuer brand at London Heathrow Airport Terminal 5.

The month-long brand awareness campaign uses what are described as “revolutionary” new “˜Surface Unit’ tables from Microsoft. If successful, JCDecaux may roll out the technology to other airport locations.

The technology allows users to manipulate digital content across the Surface Unit table top using hand and finger motion. The table can even be tailored to recognise gestures and objects, in what JCDecaux describes as an “echo of the film Minority Report“.

Two Surface Units carrying TAG Heuer content have been installed in Terminal 5’s gateroom and lounge. The tables are web-enabled and will allow passengers to find destination-specific tourist information as well as details of TAG Heuer watches and global watch retailers. Passengers can also enter their email address on the tabletop to receive further details.

JCDecaux Airport Project Manager Roisin Loughman said: “We are delighted to be working with TAG Heuer and Splendid to bring this exciting new advertising opportunity to Heathrow. There is huge creative flexibility – for a mobile phone advertiser the Surface Unit could identify passengers’ phones on the table and display information about newer models.

“We have already calls from interested clients and are considering rolling out the Microsoft Surface Units to further airport terminals in the future. Business travellers are the world’s early adopters, so airports are the natural choice for this outstanding new communications channel.”

The interactive Microsoft Surface Unit reacts to 52 touch points on the surface of table.