Awards:
Not One,
but Two!
but Two!
codegent is a full service web development new media agency, based in clapham, london, uk, that delivers well-designed content managed sites, microsites and flash games supported by robust technology and integrated marketing solutions including search engine optimisation, pay-per-click and html email.
The Gherkin is one of the most recognisable and universally admired buildings on the London skyline. However, few people have had the opportunity to go to the very top to experience it for themselves.
Searcys is the catering group that operate in some of Britain's most iconic buildings. Their flagship venue is the Restaurant and Bar at the top of the Gherkin, 30 St Mary Axe. Searcys had recently re-positioned themselves as a consumer facing brand and approached codegent to come up with the digital strategy and solution for their re-launch.
We needed to achieve several issues:
The venue, whilst incredible to visit, appears very much like a blank canvas during the day and it was difficult for Searcys to communicate how the space would feel as a venue for a business meeting, evening event or even wedding, unless you were actually there when something was taking place. This inspired us to immerse the user in a full-screen interactive film, taking them to the top of the Gherkin and showing them what it could be like.
We wanted the film to be dreamlike, a golden memory of your time there rather than a literal depiction. This was realised with the choice of stock, lenses, lighting and post-production techniques used. The quality and style reflects the high standards and innovative design of the space itself. We commissioned an original music score, timed to the final cut, to amplify these feelings and emotions.
This is more than just a film, it's an interactive experience.
Although the story reflects the core service offerings of the venue, at critical points the user can delve deeper for more information on each offering with clear calls to action to fulfil its primary role as a sales tool. By opening the doors to 40|30, an aspirational venue, and by positioning the website alongside all other Searcys' brands, we used the exposure and positive association of the Gherkin to raise the profile of their other venues.
The interior architecture and views from the top of the The Gherkin are not readily available to the public. Aside from our project, only one film crew has been granted site access in the last two years. To harness the public's natural curiousity around the building we made a viral cut of the film and released it onto platforms including YouTube, facebook, vimeo and londonlaunch.com - London's venue guide.
We also added behind the scenes photos from the shoot onto Flickr using the shots taken by Tim Green, our D.O.P.
In a year where premium events venues in the City of London were always going to struggle, enquiries through the website went up significantly. The sales people said that they were able to direct people to the site whilst on the phone to them and this improved conversion.
In terms of traffic, we have seen an increase of 264% since launch.
