£1.8 BILLION

INVESTMENT

INSIGHT AND PLANNING
VIDEO AND SCRIPTWRITING
BRANDING, WEBSITE, EVENTS

COMBINING
COMMERCIAL, RESIDENTIAL,
RETAIL & LEISURE

Anglo Asian

Collaboration

With opportunities for major commercial property investment now extremely rare in London, ABP's proposal for a £1.8bn new business district - bringing together local, international and specifically Asian companies - would be a unique and exciting proposition. The client's challenge was to create an identity and an excitement that would do justice to a project of this magnitude. And it was at this point we knew our team could meet this challenge head on, and win.

Our approach would need to be different; we 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; a 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.

At the project launch, there was great enthusiasm from the roomful of major investors, international business figures and financial movers and shakers. These serious suits stood, applauded and even cheered the teaser film. And it was our striking campaign images and headlines that had them up on their feet. Interest was kindled, partnerships were conceived, and ABP Royal Albert Dock is now firmly on the map as London's newest business district.

Services

London 151 Rosebery Avenue,
London, EC1R 4AB 0207 871 8445 Email us
Bournemouth Holland House,
St Paul's Place,
Bournemouth, BH8 8GG 01202 295 723 Email us
Manchester Building 10,
Exchange Quay, Salford,
Manchester, M5 3EQ 0161 369 7900 Email us
Leicester 16 Nursery Court,
Kibworth Business Park,
Leicester, LE8 0EX 0116 30 33 300 Email us
Bristol Unit 2.5–2.6 Paintworks,
Bristol, BS4 3EH 07718 323 732 Email us