Sectorlight: Strategic Design

PAMADA 2010 Awards

Sectorlight were recently shortlisted for 4 creative submissions for the 2010 Property Marketing Awards. Two of these won their category: Bermondsey Central SE1 in the Residential Campaign category and BT Portfolio in the Offices category. Both Acuitus (entered into Investment/Fund Manager) and Port Baku, Azerbaijan (Residential) were highly commended.

Details on each campaign as follows:

Bermondsey Central SE1

Being one of few residential launches in central London this year and general nervousness in the market, the marketing material needed to have impact and clear messaging to appeal to buyers. Objectives included promoting the location as a vibrant central London riverside destination and reinforce Hadley Property Group credentials as a developer.

‘Live life in Colour’ was the campaign line and highlighted the vibrancy of the area through strong imagery and corresponding copy that emphasised the investment potential of the area. Marketing material included brochure, website, hoarding and email campaign. A full-scale launch is planned in September although pre-sales have already begun.

BT Offices

We worked with clients, BT, to develop a strategic campaign to market excess office space around the M25. The message was ‘a value for money’ deal within easy reach of London.

The creative was based on commissioned illustrations of cows with clever copy headlines supported by hard-hitting text focusing on the cost saving by moving your business to these offices.

Marketing material included: 40 branded genuine aluminium milk churns filled with dairy fudge hand delivered to both London and surrounding area property brokers followed up with individual building brochures, on site signage, regional and trade advertising and online messaging including regular emails and a website all supporting the proposition that this was a deal worth milking!

Acuitus

The Jones Lang LaSalle auctions department with collective experience of over forty years decided to set up on their own under the new name ‘Acuitus' based on a translation meaning ‘insight, perception and sharpness’. No one had tried before to transfer a successful and highly public business from a global leader in real estate to a smaller and independent, specialist operation.

One of the key objectives was to create an identity and brand that was modern and clearly set Acuitus apart from their competitors. The use of a bold colour (orange) with strong supporting colours of black and grey created a suite of material that clearly differentiated themselves from their competitors.

Measurement was clear and immediate. Could the new business trade from day one with the full panoply of marketing materials, messages and tools and was it able to re-establish itself as a leader in the market seamlessly before the next auction took place? All this in three weeks after the last JLL auction on the 9th March. This success was demonstrated by positive press comment, excellent client endorsements e.g AVIVA and Prestbury, a successful launch event, the winning of 52 instructions from major clients, producing one of the best quality catalogues and a very successful auction on the 27th probably one of the busiest and liveliest rooms of the last two years - about 500+. Not only had the new business retained all of its client base but had added others both from the UK and overseas who were excited about supporting a new and fresh business.

Port Baku

We were approached in 2009 to promote a landmark residential scheme in the up and coming fashionable city of Baku. The development itself offered a superior lifestyle choice and included luxury shopping on the ground floor, spa, cinema and entertainment room and a health and fitness club. The marketing material needed to communicate this full offering to discerning local and international investors and buyers.

Brochures and print literature raised the bar in terms of the quality finish and materials used. Photography of the highest standard was commissioned and overlaid onto CGIs produced by the Sectorlight team. A 5-minute film including flythrough animation of the development based around a story of two young families living within the development. The film was shot over a week in a green screen studio in London. The real life animation was imposed onto the background of the film footage in 3D with stunning result.

Finally, a marketing suite was built and developed that included: reception area, introduction ‘tunnel' of ‘book-like' structures conveying elements of the development, the development room with 1:100 scale model of Port Baku area and lightboxes, 3D cinema, show apartment and final sales room that included an interactive presentation integrated into a model of the development. The state of the art interactive presentation assisted sales presenters in capturing customer information, presentation of key facts and overall closing of the deal.

A plethora of material was produced for the campaign resulting in a highly successful launch and results were immediate with the sales team's targets being met and the next phased release being brought forward due to the success of the campaign.

Award Winning

Imperial Wharf Residential Campaign Awarded Gold

Imperial Wharf Residential Campaign Wins Property Marketing Award

Sectorlight were recently nominated for 3 Property Marketing Awards and won the Residential Award for Imperial Wharf, a St George Central London development sitting on the bank of the River Thames near Chelsea. The marketing material was conceptualised to reflect the luxury and quality of the entire development itself. The brochures were created and finished with a high print specification in black and silver foiling with the Penthouse sitting slightly apart with a classic motif design taken from the interior of the Penthouse itself. All creative literature was based upon the notion of beautiful design and prestige with full page imagery and a lifestyle photographic shoot involving models on location. A full marketing campaign was developed including an online digital campaign as well as print advertising, outdoor, direct mail and launch events. One of the strategic aims of the campaign was to position Imperial Wharf’s apartments above UK and overseas competitors and the literature therefore reflected this exceptionally high quality.

Millbank Tower Offices Campaign Awarded Distinction

We were shortlisted for the Property Marketing Awards: Offices Award for our work on Millbank Tower for Motcombe Estates. The creative was designed and conceptualised with a bright, contemporary visual identity and marketing material was created to refresh the brand and highlight the range of local amenities and arresting views. The campaign was underpinned with the message ‘Change your view’ with a new brand identity designed to mimic the design of the Tower. Extensive research was conducted on the local area and detailed mailers about local bars, restaurants, exhibitions etc were sent out to potential occupiers to surprise and inform new perceptions that Millbank Tower has a wealth of amenities to offer. The new campaign has resulted in dramatically increasing awareness and getting potential tenants to reconsider Millbank as a quality offer for occupiers.

CORE Corporate Campaign Awarded Distinction

Also shortlisted for the Corporate Property Company Award was the new Core corporate identity rebrand. Our aim was to create a new name, logo and corporate identity that signified a fresh start with the use of modern and invigorating colours to really set Core apart from its competitors and distinguished itself from parent company Greycoat. A bold statement was a prerequisite. We undertook a detailed research programme conducted amongst all key target audiences together with internal client workshops to determine exactly what the company stood for and what the new image should be. The logo and new company name emerged as ‘Core’, an acronym for their previous name City Offices Real Estate. The design was carried through to all corporate literature, online and at Core’s corporate head offices.

Big Savings At Reading

Squeaks Ahead

In the current climate what better way to create a completely unique and memorable marketing campaign than to send out piggy banks filled with chocolate coins to agents?

The message was simple, “move your business out of London to Green Park and you can save £25m over five years”.

The proposition for the campaign was based upon price, supported by great office space. This was achieved through an evocative and memorable green piggy bank and hard-hitting text focusing on the cost-saving elements of bringing business out of London and into Green Park.

The use of pigs also allowed an element of humour to be added to the copy. For example “we are not telling porkies”, which added an engaging fun factor to the campaign.

This was further enhanced through a memorable advertising campaign utilising piggy banks, giant green pig letting boards and a website where the cost-saving campaign objective became the address: bigsavings@reading.com.

The concept became a particular talking point amongst agents in the marketplace. The impact was so significant that it was picked up in the London press.

One Spirit Showcase Winner Announced

Winner of Online Art Competition Announced - Royal Academy Students to Feature in London's Largest Street Exhibition

One Grafton Street Urban Gallery unveiled at 9.30, Thursday 19 March 2009

An exciting, new contemporary artwork by up-and-coming artist, Alex Knell, has polled thousands of votes from the public to win an innovative online art competition run jointly by the Royal Academy Schools and international real estate company, Hines.

Knells winning piece We Are Our Future is being unveiled today, Thursday 19 March, as part of the launch of the One Grafton Street Urban Gallery - a super-sized canvas measuring 19m x 43m. The canvas stretches across the face of One Grafton Street, a building currently being developed by Hines in London’s Mayfair.

The street exhibition, currently the largest in London, includes the work of the 12 other talented Royal Academy Schools students and former students who were finalists in the online competition. It provides an unusual and very prominent platform for the Royal Academy Schools students to profile their work in central London.

The Urban Gallery is the first expression of Hines’ One Spirit Showcase project, which is intended as a series of collaborations with arts and cultural organisations. One Spirit Showcase continues Hines’ long-standing commitment to art in general, and to the principle of public art as a key feature of property development.

Following the public vote, a distinguished selection panel of highly regarded contemporary art professionals including Maurice Cockrill, RA; Michael Petry, Curator, Royal Academy Schools Gallery; Gerald Hines; Kay Saatchi; JJ Charlesworth; John Hoyland, RA; Mark Davy, Futurecity and Eliza Bonham-Carter, Curator, RA Schools endorsed the decision.

Peter Holden, Director, Hines UK, commented, “We are thrilled by the public’s response to this online competition and for choosing We Are Our Only Future by Alex Knell as the winning work. Hines is known for its innovative approach of working closely with both artists and architects all over the world, and this competition was a wonderful opportunity to support and promote the next generation of talented artists from the Royal Academy Schools. We look forward to developing further projects in our UK portfolio under the One Spirit Showcase banner.”

Professor Maurice Cockrill RA, The Keeper of the Royal Academy of Arts, commented, “This competition was a wonderful opportunity for our students to engage directly with the public as well as collaborate with Hines, who have a formidable history of working with artists. The sheer size of the urban gallery is a fantastic platform to show the wider public the creative originality produced by students at the Royal Academy Schools, and we hope that this wrap will inspire and delight all who see it.”

Royal Academy Schools students participated in the project by submitting their works to be part of the Urban Gallery. The project has been coordinated by Michael Petry, Curator, Royal Academy Schools Gallery and managed by cultural consultants Futurecity and brand developers Sectorlight.

215 Great Portland Street Launch

Despite the extreme weather conditions 150 of London's West End agents braved the elements for the prospect of being told they were 'fired' at a question-and-answer session with Sir Alan Sugar.

The property entrepreneur was pulling no punches as he answered questions from the audience and the host, Property Week editor Giles Barrie, about his views on property, the economy, The Apprentice and his time as chairman of Tottenham Hotspur Football Club.

This was all part of Sir Alan Sugar's push to promote the launch of 215 Great Portland Street - a 33,500 sq ft office development undertaken by his privately owned property company, Amsprop.

Sectorlight created a bright and contemporary marketing campaign to promote the building, designed to pictorially surprise readers with beautiful location photography and full bleed images showcasing the substantial refurbishment by award-winning architects Morey-Smith.

To see the video of the launch,
visit the 215 Great Portland Street Website!

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