The View is a residential development in Victoria previously owned by Land Securities, a complex of 1, 2 and 3 bedroom apartments and penthouses. There are magnificent views from the upper floors across Buckingham Palace and the London skyline.
The block was built in 1962 and the development was crying out for refurbishment. Whilst the works were ongoing, we were commissioned to design an integrated campaign to market the development to potential buyers.
Our recommendations were:
• Build a campaign around the key message—the view
• Give ‘personality’ to the campaign
• Use available technology i.e. digital advertising
We created a character, a viewing telescope, and animated it to include on the web and digital advertising. This endorsed the key message about terrific views.
We commissioned photography that featured wide panoramic views, as seen out the development’s floor to ceiling windows.
The rush for buyers meant that the campaign was started and finished in five months, well ahead of the planned schedule.