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Brief
The Ballymore Group is a design-led, international property development and investment group. They are one of the largest privately owned developers specializing in large scale mixed use schemes.
Pan Peninsula is London's new luxury landmark, and as well as being the tallest residential building in Europe, this imposing waterside development offers world class facilities and of course, the ultimate in ultra-sophisticated city living.
For our third project for Ballymore Properties, and having a proven track record with the client, we were asked to push the boat out and produce something really special to promote the remaining apartments at Pan Peninsula in Canary Wharf.
Our brief was to design, develop and implement a new digital marketing campaign that would work across all platforms and substantially increase leads. It was also crucial to ensure that the imposing development appeared as opulent online as it did in person.
Strategy
In order to draw the user into the site, we started by looking at the building architecture and interior design, rich colour palates used in furnishings and amazing photography as well as a video tour to help to set the scene. We also created a 'film-style' flash introduction, however, the rest of the animation throughout the site is completely controlled by JavaScript. This fully content managed website with stylish design and slick animation is also fully accessible to level 2 (AA). This site is MVC2, Net4, JQuery with a bit of Flash in for the mix.
iPhone
The target audience of this development is worldwide, and so we created a scalable iPhone version of the website. A Kaltura movie streaming platform combined with our own HTML5 player provides cool functionality and ensures that across the board, the development is shown in its best light.
iPad
As part of the sales strategy FPD Savills are assisting Ballymore with an exclusive exhibition in Hong Kong, and we were asked to work the same magic we worked on the Pan Peninsula website and produce a sales aid for the iPad. Within one week we delivered a sophisticated and slick native iPad app, which is currently being used to demonstrate the luxury and splendour of this development.
This super-slick app is being used to showcase the opulence of Pan Peninsula through the utilisation of movies, views from the actual apartments and an interactive photo album. But the pièce de résistance of this app is the interactive apartment finder with 3D floor plates.
Execution
The website and iPhone site were launched on 23 April 2010, with the iPad sales aid launched on 10 September 2010.
The latest addition to the website includes the 3D dynamic apartment finder which we worked with Tekuchi to produce.
Results
Initial statistics show a 100 per cent increase in website traffic from the launch of the new site to date, which has oversold the initial project target. Just 28 apartments remain now out of an initial launch of over 200. The iPad application helped the sales team to sell over £1m worth of property in just 2 days.
The client has stated:
"INK are such a friendly yet professional company, they have so many creative ideas and are always able to execute and deliver within the timeframe needed. I would absolutely recommend INK to anyone who needs energy, creativity and fresh thinking for a new or existing project"
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