↑ Background research
↑ Campaign Approach Guide
↑ Workstream breakdown that informed the campaign
Not many buildings in London symbolise both modernity and decline at the same time. This iconic power station and its four imposing chimneys has a strong place at the heart of London and in the minds of Londoners.
Delivering a complex mix of retail, commercial and residential in this enormous site would be a challenge for any UK contractor. Our client had the right history with the Battersea Power Station Development Company, having delivered the first phase pre-construction contract for the last two years. Mace had the skills and existing relationship necessary to be a real contender for this high profile project.
“For an opportunity as striking as Battersea Power Station we really wanted to create a bid that turned heads, and Blue Edge gave us that lift that we needed. A very high quality and contemporary bid campaign which showed us as the team who were best placed to deliver this project successfully�?
Matthew Gough – Head of Construction Bids – Mace
Defining the sell
Leveraging their existing knowledge and the energy that the Mace team had, we devised a strong campaign tone, with a confident mantra style copy approach. We needed to ensure the momentum they had as the incumbent contractor did not go unnoticed. Invaluable insider knowledge and on-the-ground readiness were the key to delivering more than 10,000 work packages which were contained in this job. Mace’s bid team of international experts, second to none when it comes to experience, required a slick and contemporary bid submission to mirror the style of the development to come.
Packaging the power
Power and position were delivered with a huge emphasis on quality and expertise. The packaging had a contemporary feel, aided by the fresh vibrant colours that Mace already use in their communications. We threaded the bid with bespoke photographic treatment for the CVs and treatment for images in general.
Top level commitment
We devised a way to get the main win themes and messages into the bid submission from the very first moment using a well positioned film, embedded into the packaging of the bid itself. As soon as the bid box was opened, an ultra thin screen integrated into the lid started to play a film about Mace’s commitment to this project. The Business Director from Mace Group gave an engaging and personal statement about the level of support this project would receive from Mace. The whole team then featured at the end to demonstrate their readiness to deliver this huge project.