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 year after its launch, the campaign received a gold award in the Hanley Wood Brand Builder Awards for Best Integrated Consumer Campaign.
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3,280,000+
Corporate website visits
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900,000
Microsite visits
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.
Content Marketing
We created quarterly newsletters, ongoing blog posts 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.