Our client, The View from The Shard, demanded a premium, high-tech feel which creates anticipation and sells tickets many months in advance of the opening of London and Western Europe's tallest building. To build the excitement towards the opening of The Shard (a viewing gallery nearly twice as high as the London Eye), we created an experience-based website that gives a virtual feel of what it's going to be like to ascend 72 floors and 800 feet to see the unique panorama of London.

Launch the campaign
Published
September 2012
Topics

The Story

Our client, The View from The Shard, demanded a premium, high-tech feel which creates anticipation and sells tickets many months in advance of the opening of London and Western Europe's tallest building. To build the excitement towards the opening of The Shard (a viewing gallery nearly twice as high as the London Eye), we created an experience-based website that gives a virtual feel of what it's going to be like to ascend 72 floors and 800 feet to see the unique panorama of London.

Our research showed that 31% of UK visitors are interested to use tablets while visiting London attractions. Using HTML5 and parallax effects, we were able to create an engaging “elevator to the top” simulation that conveys a sense of height. The use of dynamic, panoramic photography helps bring the incredible viewing experience to life in our uncluttered and sophisticated design, with plans to add 360-degree panoramas in the near future.

The Technology

The Results

The optimized user flow enabled us to have 10% conversation rate from the view to ticketing pages, while we had a good amount of social buzz and search traffic (aided by a keyword campaign) to drive over 300,000 visitors to the site in its first weeks of launch.

1,000

Total hours spent on this project

8

Team members working on this project

5,000

Lines of code written

Launch Date July 6, 2012