The letting prospects for the office tower in the center of downtown Frankfurt were positive during the construction phase: Despite the financial crisis, a third of the rental space was already rented to a major tenant. But this tenant never moved in. When acre won the competition for a comprehensive marketing offensive, we started with a challenging starting point. Based on a comprehensive analysis, the marketing campaign focused on clear positioning and consistent target group orientation. With the cross over mix of illumination, website, brochure, teaser, iPad presentation, hoarding, megabanner, giveaways and image film, the multi-stage campaign successfully led potential tenants to the spaces and to rentals.
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- Type of project
- Office Tower
- Location
- Frankfurt am Main
- Clients
- MAB Deutschland | DWS Real Estate GmbH
- Disciplines
- Naming, branding, logo, corporate identity, imagery, illumination, floorplans, flyer, brochure, App, website, PR, signage, tenant relation events, give aways, participation Luminale, hoarding, mega banner
The multi-stage campaign initially drew attention to the tower (pre-launch). The illumination of the Unicode character (U + 2318), which was to become the striking logo of the high-rise building, attracted a lot of attention even before the official launch of the new brand. It was accompanied by its own website.
Marketing documents print
App for marketing
In the concise appearance, the topics of urbanity and networking, connection, work-life balance and inspiration became key subjects. An unusually intimate, emotional visual language as well as the name NEXTOWER (Ne I xus, der; Latin for context, connection) were the basis for the core messages. A selected choice of materials and finishes made the marketing book and teaser haptically appealing.
Corporate Video – I am here!
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The image film takes potential tenants into the world of NEXTOWER. It weaves four different stories into an overall aesthetic composition and uses the themes of architecture, urbanity, life and work as transmitters of the main message of the film: The NEXTOWER is here!
Construction fence
NEXTOWER became the next place of interest in Frankfurt.
The participation at Luminale 2016 with the bunny sw concept in collaboration with soundsofsilence.de made NEXTOWER a favorite to the public.
Overall, the NEXTOWER marketing campaign received three awards – the Immobilienmarketing Award, the European Property Award for Best Development Marketing Europe and the European Property Award for Best Development Marketing Germany.
Signage and Marketing suite
Tenant relation event
