Eurobest
&CO, Copenhagen / VELUX / 2018
Awards:
Overview
Entries
Credits
Background
VELUX wanted to create awareness about the importance of daylight and fresh air. The main objective of the campaign was to start a global conversation around bad indoor environment and to encourage people – and also other stakeholders like architects, politicians and health organizations to engage in the subject and consider daylight and fresh air (roof top windows) as an important part of home improvement projects.
Strategy
We wanted to go beyond classic advertising – and speak with people, not as customers, but as humans. Thus, the PR strategy was planned in the context of the following conversational themes:
• Indoor air can be up to five times more polluted than outdoor
• Living in damp and moldy homes increases the risk of asthma by 40%
• Lack of daylight makes 15% of us sad
• Daylight can boost your children’s learning abilities by up to 15%
• Kids’ bedrooms are often the most polluted room in the house
Tapping into an existing global context concerned with health and wellbeing, was a key driver of success. All traffic was directed to the main hub of the campaign – www.theindoorgeneration.com with extensive knowledge, insights and tips & tricks on how to improve indoor environment. The global awareness campaign was supported by a local campaign on digital and TV
Execution
Media partnerships with globally influential titles such as The New York Times, Huffington Post, Viral Thread and I Fucking Love Science became one cornerstone to combine credibility and reach from the beginning.
Having journalists’ preference for data and surveys in mind, we also carried out a population survey across 14 markets with 16,000 respondents and turned that in the backbone of the news push and a comprehensive PR kit, which was flavoured with existing research from Harvard and Oxford. The creative development, media distribution and PR strategy were integrated from day one of the campaign, which allowed us to create a campaign, that travelled between people.
Outcome
• +100 million views of film
• +47% of them were unpaid views
• +1 share of the film per second the first week
• +1.1 million shares in total
• Best UK performing paid partnership video in 2018
• +50% VTR (View Through Rate) on native video
• +2.82 billion OTS (Opportunity to See) from global PR coverage
• +2,000 published PR articles worldwide (estimated advertising value of 5.1 mio. €)
• +725,000 visits to global campaign site www.theindoorgeneration.com with an avg. time spent on site of 4 minutes and 49 seconds.
• 1.47 average articles read per user
• +100,000 qualified marketing leads
• Between 9-13% lift across markets in people that are aware that a good indoor environment protects their health …
• +10% lift in people who would put daylight and fresh air on their top three list if they were to renovate their home
• VELUX experienced a huge lift in unaided brand awareness in the four key markets:
UK: +26%
Germany: +30%
France: +206%
Netherlands: +29%
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