How Segro took ownership of the big box market in the UK

Summary

Segro Logistics Park East Midlands Gateway (SLPEMG) was Segro’s first substantial foray in the UK big box property market. An integrated and highly targeted B2B campaign – with particular emphasis on innovative digital technology, because nothing was yet built at the empty brownfield site – needed to ultimately support the leasing of the buildings as quickly as possible.

Digital elements such as channel-agnostic animation, 360° virtual fly-through, 360° ‘Le Mans’ style video, and 3D-modelled app had their fair share of challenges. But the team’s vision and persistence paid off. This campaign delivered salient information in an engaging and playful way – an antidote to the prosaic marketing communications that usually accompanies industrial spaces.

Segro is now a credible big box player in the UK. No mean feat for a development that hadn’t even been built.

About

Established in 1920, FTSE100 business Segro is a UK real estate investment trust, and a leading owner, asset manager and developer of modern warehousing and light industrial property. Segro Logistics Park East Midlands Gateway (SLPEMG) is a 700-acre industrial development with planning consent for up to 6,000,000 sq ft of logistics accommodation.

Strategy

SLPEMG was Segro’s first substantial foray in the UK big box market.

An integrated, highly targeted B2B campaign needed to cut through the competition, establish Segro as a credible big box provider, and position it as the number one choice in the UK for logistics occupiers.