VELUX identified an opportunity within the Single Story Extension market & needed an integrated campaign to build awareness.
In 2020, VELUX had big ambitions for their Single-Story Extensions (SSE) market. While VELUX was already well known for loft conversions, their research showed that during the planning of SSEs, the benefit of having roof windows is often overlooked, despite VELUX windows letting in as much as 50% more light into an SSE. Therefore, VELUX wanted to increase awareness of their SSE products, drive engagement with the brand and change perception of its primary associations with lofts to normalise the use of roof windows in SSEs too.
VELUX wanted to increase awareness of their SSE products, drive engagement with the brand and change perception of its primary associations with lofts to normalise the use of roof windows in SSEs too. Therefore, the brief to Sky Media was to target young couples, families and homeowners to highlight the benefits of using VELUX windows to transform an extension into the perfect living space for extending your family time.
By partnering VELUX with Sky, we knew we could combine unmissable entertainment with spaces (like the living room) that couples and families can't wait to get home to and enjoy. To create the brand link between SSEs and VELUX, we designed a multi-channel, multi-platform partnership that would show the Sky audience how they could "extend" their "us" time, with licences for the Sky channel brands themselves at its heart. The contextual partnership included licensing, linear TV, VoD, Sky Advance, a full content plan and the creation of a dedicated digital hub.
This campaign delivered some impressive results, with exposure to the campaign on VoD dramatically increasing purchase consideration, most significantly among homeowners. The media plan overdelivered in most areas including: TV +117%, VoD +127%, Microsite +613% and achieved 54,041,036 impressions across the partnership (almost double the target of 28,123,497). 9.5million Adults saw the bespoke TV creative in full, with sound on, on the big screen.in the right context.
"We're really delighted with the outcomes of our media-first campaign with Sky and its premium entertainment channels. We know how important it is for people to have the right amount of daylight in their home. Working with Sky allowed us to deliver a complimentary message about how to 'extend your family time' watching great content in a great well-lit space with an integrated campaign that felt natural and led our users on intuitive journey." Andrew Lumsden, Senior Marketing Manager at VELUX.