VELUX
Launching a sector-leading innovation in home design for VELUX
Challenge
Building on its strong category leadership, VELUX saw an opportunity to reshape how the brand was understood by the Australian and New Zealand market. The challenge was to broaden the understanding of VELUX’s purpose and broadening perceptions of the category from niche product to a mainstay of renovation, housing, wellbeing and sustainable home construction.
The launch of a new VR showroom created a significant platform to accelerate this evolution, engage key media and bring the VELUX story to life in a more immersive and memorable way.
Solution
To maximise the impact of the VR showroom launch, ImpactInstitute worked with VELUX and one of its visiting global spokespeople and:
- Identified key narratives for VELUX’s in market and visiting global spokespeople
- Developed media strategy and a suite of angles to connect the right spokespeople to the right publications on the most salient topics
As well as deliver:
- Executive media training and spokesperson preparation
- Paid media campaign with consumer and trade media to raise awareness of the new location with key audiences
- Media engagement and attendance
- A suite of social content capturing key topics and messaging
- Executive interviews and thought leadership opportunities
Outcome
The campaign successfully helped elevate VELUX’s profile and accelerated its repositioning from a niche skylight provider to a broader advocate for healthy, sustainable living.
- 8x media attendees across Vogue Living, Realestate.com.au, News.com.au, Grand Designs Australia, Green Press, Habitus, Architecture & Design, Kitchen & Bathroom Quarterly and more
- 8x spokesperson interviews and personalised VR Showroom product demonstrations
- 27 pieces of content in market
- Total reach of 4.8m+
- 12 items of earned coverage with 100% inclusion of 1+ key messages
- 15 items of paid media
