Athena

Interactive Marketing Application & Visual Media

BRIEF

The Athena project is part of a bigger regeneration initiative in North West Cambridge being delivered by Hill. This new development is set to span across the next decade and has a focus on technology advancements and lifestyle. Production of a series of high quality promotional views were needed in the first instance to support the launch of the scheme and to enable realistic visual representations of the development across all of the marketing collateral.
Hill also required the addition of a unique digital platform that would reflect the forward thinking approach taken on the project. The delivered solution had to directly support the sales process and provide an engaging interactive experience for visitors to the marketing suite whilst providing connectivity to the existing sales databases.

APPROACH

In the first instance our CG team set about developing a set of interior and exterior views suitable for the online launch and use in print. Attention to detail was key in working closely with the architects to produce accurate representations of the scheme. For the digital interactive elements, our user experience team spent time with the sales team to understand the anticipated sales journey. From this insight, the selection of hardware was considered as an integral part of the software development and user interface design process.

A specific touch-table model was identified as meeting the requirements, which then enabled production of a highly responsive and user friendly interface for the interactive element of the sales process. The software presented a clearly branded, intuitive layout which allows users to select and navigate the neighbourhood, the units and their key features. An interactive digital model of the site was used as part of the visual interface with all of the previously produced high resolutions CGI views incorporated.

OUTCOME

The interactive table in the marketing suite has delivered a unique user experience that delivers a clear visual representation of the development along with key information. This has proven extremely popular with visitors and in enabling sales staff to present with unparalleled clarity around a large development of this type. The delivered solution offers access to every key detail of the development including roads, cycle routes,exterior display, interiors and detailed layouts of each plot and the integration between the sales CMS and the digital table has ensured that information on plot availability is always up-to-date.
The CGI views were also used to good effect in both online and digital publications in the promotion of the new development as well as some later additional views that were produced for a campaign advert in a leading national Sunday newspaper.

FEEDBACK

‘The CG views produced for this scheme were of the high standard we’ve come to expect, and it was great how your studio team worked with the architects.

A number of our sales executives have commented that it’s the best interactive sales tool they’ve ever had. The thing that keeps us coming back is the ‘can do’ attitude and this pro-active approach is invaluable for us.

With Soluis we find we are better informed at each stage in the process and can provide input when necessary without being dragged away from our other responsibilities. We actually enjoyed being involved in this project & the use of online review tools made our lives much easier when it came to reviewing progress and sharing feedback.’ – Senior Marketing Manager

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