Anyone who is in the business of selling complex installations understands the friction point of selling to prospective customers without physical site visits. With many of our clients within the telecom, power solutions and datacenter industries, we identified a clear challenge faced by them of presenting their buildings, venues and installations effectively using traditional marketing and sales channels.
Telehouse is considered one of Europe’s leading datacenters and the main hub of internet for the United Kingdom. Their Docklands datacenter is spread over four large buildings, each catering to different customer needs and physical site visits are an integral part of Telehouse’s marketing and sales strategy.
But how do you conduct a customer site visit when your customer is located in another country? Flying them in requires a time investment on their side, and a cost investment on yours. Marketing your venue through traditional channels such as video or web have limited traction and risk that your unique selling features are not fully understood. This is the story of how Telehouse overcame that challenge with our help.
“At Glitch, we always like a challenge, and we always challenge our customers to reach higher in their projects with us”
Sami Hamid, Producer in Glitch for the Telehouse project
From reference photos to a 3D world
Working closely with the Telehouse datacenter operations and marketing teams, our goal was to create a cost effective yet highly engaging sales tool that could be easily deployed at sales meetings and exhibitions anywhere in the world.
Over several onsite campus visits and planning workshops with the Telehouse team, it became clear that the solution lied in creating a digital replica of their Docklands campus, and with virtual reality, allowing prospective customers the ability to explore and walk around that space. However capturing a digital replica of such a large, complex space, spread across several buildings was going to be technical feat.
The interior design of the campus
We began by capturing both 360 photography and traditional images of each of the building interiors and their various key areas from generator rooms to data halls. These images were then studied by our 3D modelling team, and working closely with Telehouse’s CAD department, a 3D model of each room was carefully crafted.
The exterior design of the campus
For the exterior of the campus, which as a whole did not have any significant 3D plans for us to reference, our team used Google Earth and Google Maps to build the exterior buildings and the topography of the campus. The Telehouse campus was then set into a building to building accurate 3D capture of London. The end result was a highly detailed replica of both the Telehouse Docklands campus, its buildings and the surrounding area of London.
With the 3D models complete our development team brought these digital spaces to life, allowing users to walk around and explore the Telehouse Dockland campus, starting at a high level overview of the campus, and then down to each building and their key features found on each floor. To invite the user to explore the Telehouse campus and to propel them through the experience a voice over was used to create a narrative vehicle and guide them through each space.
“Glitch takes great care in crafting virtual reality experiences for businesses looking for cutting edge marketing tools.”
Laurent Boutinaud – Telehouse, Digital Marketing Specialist
Reception and project extension
The Telehouse Docklands VR tour was completed summer 2019 and rolled out to various exhibitions and sales events across the world. The experience has since allowed thousands of prospective customers the opportunity to tour the Telehouse Docklands campus in a 10 minute experience, educating them to the various campus key features, and why Telehouse is a preferred choice over their competitors.
With positive feedback both internally and from customers, the Telehouse project was extended in autumn 2019 to include the Telehouse Paris datacenter and by summer 2020 the project was extended further, being deployed online and accessible via web browsers, giving Telehouse a wider reach to prospective customers during the COVID19 crisis.
Old problems solved with new innovations
As a visionary industry leader, Telehouse shared a passion for pioneering into uncharted realms of blending marketing, sales and technology to meet their needs. At Glitch we always invite our clients to think outside of the box while helping them use new technology and emerging trends to stay ahead of their competition and overcome their challenges. We were proud to work with Telehouse and their team of professionals.