Contact Us

LEEDS
ripe design (UK) Ltd
Clarence House
48 Black Bull Street
Leeds
LS10 1HW

tel: +44 (0) 113 204 2800
fax: +44 (0) 113 204 2801

e-mail: hello@ripe.co.uk

Registered in England & Wales. Company No. 2854317
Vat number: GB 834 8624 07

 

LONDON
Argentum
2 Queen Caroline Street
Hammersmith
London W6 9DX

tel: +44(0) 208 323 8005
fax: +44(0) 208 323 8055

e-mail: info@ripe.co.uk

 

CAPE TOWN
Ground Floor
Unit 2D
Black River Park North
Fir Street
Observatory
7925

tel: +27 (0) 21 447 5107
fax: +27 (0) 21 447 5108

e-mail: craig@ripe.co.za
web: www.ripe.co.za

abito

Background

abito build flexi-space apartments in city centres that are specifically designed to reflect modern lifestyles. Focusing on the innovative use of space with multi-functioning furniture, abito bring a uniqueness that attracts young, fashionable & modern thinkers. The apartments are also priced to allow a cost effective way of entering the city centre living market.

Brief

To build a multi-faceted marketing campaign to enhance brand awareness & drive enquiry for abito's current Manchester developments Salford Quays & Greengate.

Solution

Two brochures were produced, one to support the Salford Quays development and a supplementary concept brochure to support the brand. abito,s modern innovation was cleverly reinforced via a square concept brochure that is distributed with the most recent scheme brochure. The concept brochure walks the reader through the creative thought process of the abito product using scribbles, brainstorming & pull-out devices to reiterate the brand communication as friendly & cutting edge.

A new website was developed to refresh & dramatically enhance abito's communication. This new site is content manageable, more accessible for users & search engines and allows abito's extensive PR activities to be communicated.

We chose to build a hybrid HTML / Flash site which would contain pockets of highly designed 3D media rich content surrounded by a content editable HTML template. Successful elements of the previous site, such as the rotating 3D apartment, were seen as part of the brand and so they were adapted for the new site to ensure brand consistency and evolution. Accessibility & usability has been dramatically improved.

abito needed to raise more enquiries for their non-standard apartments called "abito+" because they are 10% larger. Using the quirky & fun elements of the abito brand, Ripe developed a campaign based around altering peoples, expectations and playing on the 10% larger theme of abito+. The unusual appearance of non-property related iconography enhanced & evolved the abito brand reinforcing its niche positioning. abito secured significant exposure on the Manchester-based TV channel - "Channel M". This show was captured and converted to DVD with the addition of branding and indexing. Copies have been reproduced and successfully used within mail outs & sales conversion.

Outcome

Effectiveness & success have been tracked against a significant uplift in enquiry via sales office, telephone, and web in line with the issue and publication of the above devices. The web in particular has been tracked with precise accuracy via a comprehensive metrics package that shows how build has increased rankings in search engines and boosted engagement & hence usability.