One Hyde Park
Brand, design, campaign microsite
One Hyde Park is known to be the most desirable address 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 present an exceptional retail investment.
Wickedweb were approached to create a ‘microsite’ to showcase this retail investment opportunity. Essentially, the site would be required to act as a portal to the key information relating to the leasehold investments. Prospective investors would need to be able to download documents, and when the leasehold investments were sold the site would be removed.
This was launched as a static based site and was not available to the general public. As part of the brief, Wickedweb were required to implement a log-in tracking system. By invitation only, recipients received a communication with bespoke login details. We provided 250 unique usernames and passwords in order to execute this functionality. The client could then keep track of how many times the prospect had visited the site, in order to gauge their interest. Prospects were then subsequently managed through the sales process.
The site featured an area of PDF downloads that related to the three leasehold opportunities. In addition, a contact us facility was provided to engage the potential investor.
In relation to the creative, the design reflected the premium brand and was intended to attract the affluent niche target market. This followed existing brand guidelines.
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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