Some of HMA's older favourites
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New digital strategy for Lingfield Point, Darlington
When Marchday Group plc acquired Lingfield Point in 1998 the estate had seen no investment for many years and many of the buildings stood vacant and crumbling. Over the past 10 years Marchday have invested over £35million in the regeneration of this important part of Darlington. They have worked hard to change the perception from a dilapidated industrial estate into a thriving, dynamic and contemporary business community it is today.
Our brief was simply - “create a digital experience that will reinforce the changes that have taken place and challenge the perception of Lingfield Point in the minds of people that have not visited Lingfield Point recently”.
The simplest briefs are often the most challenging and this one certainly proved to be the case, particularly when we also had to take into account complex navigation, large volumes of information, plus accessibility and search engine optimisation issues. We wanted to leave the visitor in no doubt of the investment made at Lingfield point and use massive photos to show the buildings and environment but we also needed to ensure potential occupiers could easily get to important decision making information.
“The Lingfield Point website is as inspirational and functional as Lingfield Point itself is. The website contains many hidden gems (as does the site itself) of information (easily found hidden gems), it has great navigation tools, good content and is displayed in a crisp wrapper.”
Mark Cassidy, Student Loans Company (Lingfield Point occupiers)
Our solution was a two layered approach with a Flash pictorial guide, overlaying an unconventional HTML divs site, both of which can be navigated at any point.
And for those of you who want to know more about the technical issues:
The project is highly ambitious and walks a fine line between ensuring the site works on most machines particularly in different browser versions and also will downgrade if needed.
One of the main issues we had was layering content over a flash background which has only become possible in recent browser versions. Also combining all the sites into one meant that all the content was essentially being loaded into one page, which caused difficulty with memory usage. Therefore the site had to be optimised as efficiently as possible to enable the site to run on slower machines.
We used the latest incarnation of the Mootools Javascript framework, which eased the development of the site, especially with regard to animation and remote server calls. However the site required extensive cross-browser testing due to the complexities of what we were trying to achieve.
The site also uses a lot of communication between Flash and HTML content which involved timing Javascript calls between the two to ensure functions were only called only once they had loaded and were available.
K3 website wins top marketing award
The K3 website designed and developed by HMA Digital Marketing was named 'best website' in the Fresh Grand Prix awards.
The Fresh Awards are held in association with Campaign magazine and recognise excellence in the design and marketing industry.
The prestigious Grand Prix event marked the culmination of a series of Fresh Award ceremonies that had been held in Yorkshire, the North East, the North West, the Midlands, East Anglia and Wales with the winners from each region all qualifying for the overall Grand Prix prizes.
HMA previously won the award for best website in the Yorkshire finals and beat off stiff competition from all the regional winners at the Grand Prix event to come out on top, receiving the gold award for K3.
Award winning work for The Light, Leeds
The Light is a £100m retail and leisure destination in Leeds and at the time of our work was owned by HBOS. Our main focus was to create and maintain a sustainable brand, achieve full tenant occupation, increase footfall and develop a customer loyalty scheme.
The brand and positioning statement had to be effective for both B2B and B2C and needed to work across both digital and traditional media. The digital illustrations were a key part of the brand identity and provided a flexible library of images which could be adapted for each new campaign.
The TV campaign utilising these illustrations was recognised by Adline with the following comment:
"It's never easy to make animated TV ads work against big budget reality, but this shows it can be done. Spot on for the target market - lively, colourful and stylish. Made me want to go shopping and that's an achievement in itself".
HMA created the Elite customer loyalty scheme and captured over 30,000 members details mainly through the website and touch screen information points. This scheme was instrumental in encouraging repeat visits and achieving an exceptional increase in footfall of 20%.
As a result of this work The Light won the Sceptre Marketing award.
Royal Armouries Museum - Spooky!
The Royal Armouries Museum is Britain's oldest national museum and looks after a collection of world renown arms and armour. HMA was responsible for promoting a new programme of October half-term events which was targeted at both adults and children called - Spooky!
Activities for children were based around Halloween and included mask making, a Horror Maze, Spooky Sleepover and an execution display which included Albert Pierrepoint's hood and noose plus a Fire and Demons horse show. For aults there were late night ghost hunts and regression evenings.
HMA designed the identity for the promotion and managed an integrated campaign which featured pay per click, web banners, email, digital PR as well as traditional media.
The results were outstanding with vistor numbers exceeding expectations and all of the events reaching capacity.
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