Michelin Scotland Innovation Parc
The project
A new purpose for a huge former industrial space
The former Michelin tyre manufacturing facility, has been transformed into the Michelin Scotland Innovation Parc: a home for innovative businesses focused on a more sustainable future.
MSIP have newly opened facilities and have an abundance of space to help businesses grow and operate across the enormous 32-hectare site, the issue they face is finding suitable tenants to fill their space.
3 key elements of our strategy
1. Create a personalised approach for potential tenants.
2. Deliver the key information as bitesize chunks.
3. Showcase the fun and innovative spirit of the Parc.
Custom landing pages
Built using personalised blocks.
Each potential tenant has different areas of interest and requirements when it comes to space. We created a modular system to allow the MSIP team to build their own custom landing pages target each person specifically.
Everything is built using customisable blocks. Create a layout, add your blocks or one of the pre-built block patterns and customise for each person. Fast, simple and targeted to each potential tenant’s needs.
The cards
Who doesn’t like getting a handwritten postcard?
The MSIP team often engages with prospects at events and to make a lasting impression, we devised a unique strategy. Each custom landing page generates a QR code sticker, which is attached to a postcard and sent with a handwritten message to foster genuine connections and encouraging follow-ups.
The challenge day
How about we create a giant illuminated racetrack?
Emulating a captivating gameshow format, we collaborated with filmmakers to capture the Challenge Day, as a 30 minute video piece highlighting the breadth and depth of facilities available at MSIP.
Teams completed a range of physical and mental challenges to earn the missing parts for their electric go-karts. They were then taken to the giant illuminated racetrack to compete against each other in a bid to record the fastest lap.
The challenge day
How about we create a giant illuminated racetrack?
Emulating a captivating gameshow format, we collaborated with filmmakers to capture the Challenge Day, as a 30 minute video piece highlighting the breadth and depth of facilities available at MSIP.
Teams completed a range of physical and mental challenges to earn the missing parts for their electric go-karts. They were then taken to the giant illuminated racetrack to compete against each other in a bid to record the fastest lap.
Watch the full video