Skanska is a world leading property developer and a construction company with more than 10,000 employees in Sweden, and more than 50,000 internationally. ID’s assignments for Skanska comprise commercial property in the Öresund region, and the primary target group is companies and stores looking for new offices and retail space.
Skanska’s vision is to be a leader in sustainable construction work, and this permeates every project for this client.
STEP 1: WIN ASSIGNMENTS
In the Nordic construction industry, competitions for municipal land allocation are commonplace. Here, several companies submit proposals on how to develop a given project. ID has assisted Skanska with content and design for several such offers, and every time Skanska has also won the assignment. Recent examples includes projects like The Studio and Malmö Live, both of them now being realized at Universitetsholmen in Malmö, and the construction of the much talked about billion euro research facility European Spallation Source, ESS, in Lund.
STEP 2: FIND TENANTS
The star architect’s story
Next to Malmö Live, Skanska is constructing an innovative office building with an exclusive profile. In order to convey the unique feel of this five-star workplace to its potential tenants, we chose to highlight the award-winning Danish architect Dorte Mandrup in the project presentation as well as in advertising and video presentations.
SKIP THE AD AND FIND OUT WHAT CUSTOMERS WANT
When Skanska wanted to let a vacant restaurant at Universitetsholmen in Malmö, a mini survey became the actual marketing solution. We asked people in the area to write down on sticky notes what kind of restaurant they would prefer in the vacant premises, and then we put the notes up inside the windows of this future restaurant. More than any magazine ad, this alternative marketing attracted possible tenants, and soon two restaurant chains had signed up to share the space.
PUT THE OFFICE IN THE SQUARE
When the Citytunnel was inaugurated in Malmö in December 2010, Skanska wanted to simultaneously promote “The Greenest Office of Malmö”, its office building Bassängkajen, close by. In the adjacent square, we erected a provisional house called “The Second Greenest Office of Malmö”. Here, staff from Skanska moved in for a few days, to make new contacts and conduct spontaneous demonstrations of the offices of Bassängkajen.