ABOUT

STRATEGY
The strategic approach to leasing the office space within The Leadenhall Building was to build confidence in the project through an iconic and understated marketing approach. This allowed the merits and functionality
of the building to speak for themselves.

We achieved this through a measured approach of purposefully delaying the marketing of the building, only commencing once construction was well underway. Thus creating intrigue, demonstrating confidence and placing a
greater emphasis on the post-completion marketing at which point potential occupiers would have the chance to experience the building. This in turn would secure a higher rent per square foot.

BUSINESS NEEDS
To appeal to the London letting agents, traditional methods of property marketing were produced such as hoardings and brochures, striving innovation through design. This allowed us to capture the attention of a much wider
variety of industries, such as creative and tech looking to relocate from the West End.

The building’s digital presence was designed to appeal to the wider public who had a general interest in the building from an architectural point of view. The website and social media platforms were focused on communicating at
a B2C level through inclusion of elements such as the architectural story and unique engineering structure.

CREATIVITY
The driving force behind the creative work was similar to that adopted by the architects; ‘function leading form’. We needed to differentiate the building from competing skyscrapers, both in terms of public perception and achieving business confidence. By placing the function of each item of marketing collateral as the driving force behind the design, this ensured all unnecessary gimmicks and ostentatious additions were superfluous and
redundant.

The building’s logo is a deliberate move away from the restrictive use of an icon, utilising uniform text to demonstrate confidence, understatement and timelessness.

The brochure was designed with subtle references to the structure and design of the building entwined into the finishes, whilst remaining functional and informative in content.

The hoardings were a statement piece that mimicked the confidence of the logo through simple and bold lettering.
The marketing suite was a unique onsite experience that encouraged visitors to actively engage with the building and it’s floor-plates through use of a large 200” digital touch screen. The screen’s functionality took inspiration from that of the building and the use of the touch screen technology was well suited to the advancement of the building design.

EFFECTIVENESS
The measure of the building’s market success and the effectiveness of marketing material was the rapid rate at which the building’s office floors were let and the value achieved per square foot.

The building was fully let to tenants from a mixture of industries and completed ahead of initial predictions. It currently holds 7 of the top 10 records rents achieved in the City of London per square foot.

The website continues to receive a high volume of traffic despite no available space to lease. This emphasises the general interest of the building and wider appeal of the brand beyond agents and potential occupiers.

Beyond the #SayCheesegrater campaign and highly anticipated building launch, the social media accounts for the building retains a strong following. As of April 2016 the accounts had 2,151 followers on Twitter and 2,744 followers on Instagram with The Leadenhall Building hashtag continuing to be used for images of the building.