VELUX: Drama Heights

  • Services:

    Integrated

  • Client:

    VELUX

VELUX: Drama Heights


Integrated
  • Full Version

Wray Ward found new ways to excite and inspire homeowners with an inventive campaign that demonstrated the dramatic difference VELUX skylights could make in any room.

Project Overview

What We Did

To highlight the drama a skylight can add to a room, our team created Drama Heights, a campaign featuring three fictitious characters in a series of print ads and a reality-style video series on a dedicated microsite. In the first of three seasons, the campaign chronicled a romantic triangle among the characters whose homes were made all the more dramatic due to natural light from above provided by skylights. To evolve the program, VELUX invited fans to submit their ideas for a character to be added to the series. Wray Ward created a music video to showcase the winner, a Miami-based artist, who was chosen to play the new character in the series.

Results

Since the launch of the campaign, traffic to the corporate website has more than doubled. In fact, the site has garnered more than 3.28 million visitors since the campaign began. Furthermore, nearly 900,000 have visited the campaign’s microsite. The campaign also received a gold award in the 2013 Hanley Wood Brand Builder Awards for Best Integrated Consumer Campaign.

  • 3.28M+

    Corporate website visits

  • 900,000

    Microsite visits

Advertising

We captured the imagination of homeowners through engaging ads, driving them to the microsite, where the print ads came to life. Prospects could see how a VELUX skylight can transform rooms in 3-D via augmented reality by using the AR codes on ads.

Digital Experience

A custom microsite allowed users to further explore our Drama Heights campaign and interact through social channels. In addition, we developed a customized mobile app that lets users upload pictures of their own rooms, “place” a variety of skylight options in their own space, share the resulting pictures via Facebook and email, locate a VELUX installer and more.

Online Video

Serialized video webisodes brought consumers back for multiple visits to the site. For the trade audience, we produced videos focused on installation, features and product benefits.

Content Marketing

We created quarterly newsletters, ongoing blogs and emails to educate the trade on topics including product information, selling techniques, economic forecasts, home design trends and more. Since the dealer and installer network also plays an essential role in the success of the brand, we keep them armed with strategies to make sales.