Pioneers wanted

Skanska is one of the world's biggest commercial property developers and leading within sustainable buildings with more than 10.000 green building projects currently going on worldwide.

Sylvester Hvid & Co. assisted Skanska in marketing the 100.000 sq meter international business area Scanport, currently under development in Copenhagen. Positioned near Copenhagen Airport and the Oresund Bridge to Sweden, with just a short trip to central Copenhagen, Scanport is really at the heart of Scandinavia.

Marketing a commercial property project is challenging, as the product is still just a vision in the early stages of the marketing campaign. There's nothing to show and nothing to see - except for the opportunities.

The theme of the campaign in the first stage of the project was "Pioneers wanted", aiming at communicating the advantages of being first movers (literally), e.g. the opportunities of influencing architecture, choice of materials and interior decorations. Visionaries that could look beyond the fact that the project was still in the making, so to speak.

The campaign ran as full page ads in Danish business newspaper Børsen to create attention and initial awareness. These ads were followed by a direct mail containing all the weighty reasons for moving to new offices in Scanport. The format was as weighty as the reasons; a box containing a brochure and an actual Scanport building brick.

The box was delivered to named individuals at potential clients identified through Skanska's on-going personal sales efforts. Shortly afterwards, Ferring Pharmaceuticals announced they were moving their Scandinavian research and development facilities to Scanport. After just one year of campaigning, half of the 100.000 sq meters are now occupied. Pioneering has begun!

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Project: Pioneers wanted
Year: 2015
Tags: Design Graphic Production Media Advertising
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Sylvester Hvid & Co.