The old Royal Albert Dock, to the east of the City of London, is to be transformed. ABP Investment Ltd has national and global backing to create a new business district with supporting residential, retail and leisure, the likes of which have never been seen before in the UK. How could it be positioned as more than just another large commercial development?
We set out to be different in our approach. We used strategic brand planning to form our thinking. And we used an above-the-line marketing approach to express our ideas. An epic film script was written and the proposition "London is getting a new business heart" was created with supporting print, digital and ambient creative.
Early days, but at the project launch in June 2015, a roomful of serious investors, international business figures and financial movers and shakers stood and cheered the Teaser film. Interest was kindled, partnerships were conceived, and ABP Royal Albert Dock London is now firmly on the international map.
With the support of Boris Johnson, a vast area of London's Docklands, to the east of the City, is to be redeveloped creating an outstanding business district combining commercial, residential, retail and leisure. With national and global backing, ABP Investment Ltd is suitably placed. A global company with a track record of success in the Far East, ABP London is planning a £1.7 billion programme, of over 4.7 million sq ft, to change the way London thinks about global business. With opportunities for major commercial property investment now extremely rare in London, the client’s challenge was to create an identity and an excitement that would do justice to this epic project.
AF wanted to be the antidote to the off-the-shelf style of some of the traditional commercial property agencies. So we researched Asian business and lifestyle characteristics and arrived at a unique solution. An epic film script that would culminate in a simple but powerful graphic device comparing the River Thames - London's 'lifeblood' - to the pulsing trace on an ECG display screen. "London is getting a new business heart" closed the film and became the driving expression for a distinctive and passionate campaign, targeting both international and domestic corporate markets. For the launch, we produced - to extremely tight deadlines - a microsite, exhibition graphics and a 'Teaser' film that would send a dramatic heartbeat sound design thumping through the captivated audience.
These are early days, however, at the project launch, a roomful of major investors, international business figures and financial movers and shakers stood and cheered the Teaser film and responded to the striking campaign images and headlines surrounding them with great enthusiasm. Interest was kindled, partnerships were conceived, and ABP Royal Albert Dock is now firmly on the map as London’s newest business district. Ahead of the forthcoming TV and press advertising campaign, multiple digital media streams are building databases, delivering sales information and spreading the word to businesses in the UK, Singapore, Middle East, India, China and Africa.
Aylesworth Fleming is a creative advertising and marketing agency with offices in London, Bournemouth, Manchester, Bristol and Leicester.
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