One Hyde Park is known to be one of the most desirable addresses on the planet. This opulent range of flats in London is set between Harvey Nichols and The Serpentine, and attracts seriously wealthy Eastern European oligarchs, Middle Eastern sheiks and cash-rich Chinese entrepreneurs. The development was managed by CPC Group, and the interior design was assigned to Candy and Candy. At the base of this luxury development are 3 shops which presented an exceptional retail investment.
Avenue Digital was approached to create a microsite exclusively to showcase this retail investment opportunity - the solution was only given a short lifespan as it would be live only until the leasehold investments were sold. Essentially, the standalone microsite was required to allure potential investors through its premium design and luxury online experience, and it acted as a portal to the key information relating to the leasehold investments.
The design reflected the premium brand and was intended to attract the affluent and niche target market. As part of the brief, Avenue Digital was required to implement a log-in tracking system. By invitation only, recipients received an email communication with bespoke login details. The client could then keep track of how many times the prospect had visited the site, in order to gauge their interest and progress along the sales process. The microsite featured an area with PDF downloads that related to the three leasehold opportunities and a 'contact us' facility ensured the potential investors were presented with a number of options to get in touch.
The campaign was considered a success. The creative execution mirrored the premium brand positioning, and the high end design for this website contributed to achieving the overall objectives of the campaign.
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