VELUX: Shift Your Outlook

  • Services:

    Integrated, Video

  • Client:

    VELUX

VELUX: Shift Your Outlook


Integrated, Video

Capitalizing on the emerging trend of decorative ceilings, Wray Ward created a compelling cross-platform campaign that positioned ceilings as a “fifth wall” with VELUX skylights as the perfect design solution.

Project Overview

What We Did

Instead of merely changing consumer perspectives on skylights, we needed to get them to look at entire rooms differently. Not only by positioning the ceiling as the fifth wall, an essential yet untapped design space, but also by sharing this message with consumers in engaging, credible and inspiring ways.

Utilizing a multichannel approach focused on leveraging the credibility of publishers such as HGTV and design influencers such as Sabrina Soto, we helped consumers imagine the transformative power of adding natural light to their homes. We did this through visual platforms from print to broadcast to social media paired with integrated content that educated while it inspired.

Results

After three months, traffic to whyskylights.com showed a year-over-year increase of 546%. Amobee has generated four times the forecasted clicks, Connected TV generated 170,000 video plays and we’ve seen over 30,000 total social media engagements.

  • 546%

    Increase in traffic year over year

  • 170,000

    Video plays

  • 30,000+

    Social media engagements

Print & Online Advertising

Print ads prompted readers to literally shift their perspective — turning their magazines or their heads to view skylights as part of their fifth wall. Online, a highly targeted programmatic display campaign, combined with Cinematic pins and Facebook Canvas, were the perfect fit for both our campaign creative and active audience.

TV & Online Video

In pre-roll, social executions and a premium placement of a 30-second TV spot, the campaign concept was brought to life with an approach to visuals that challenged viewers to reevaluate their homes and their perspective on skylights.

Influencer Marketing

Our team activated an influencer marketing program with five bloggers across the country transforming five different spaces and calling on the celebrity appeal of industry influencers like HGTV’s Sabrina Soto.