Title	VELUX VIRTUAL REALITY
Brand	VELUX
Product/Service	VELUX DAYLIGHT SOLUTIONS
Category	A02. Durable Consumer Goods
Entrant	KALIBER Utrecht, THE NETHERLANDS
Idea Creation	KALIBER Utrecht, THE NETHERLANDS

Name	Company	Position
Sander Rietdijk	Kaliber	Art Director
Matthijs Roumen	Kaliber	Copywriter
Jasper Ceelen	Kaliber	Producer
Sander van Pijkeren	Kaliber	Client Services Manager
Johan Haneveld	Kaliber	Creative Developer
Dennis Passway	Kaliber	Creative Developer
Davey Kropf	Kaliber	Film Director
Jos Jansen	Big Orange	Sound Designer
Vincent Witte	Big Orange	Sound Designer
Rob Westra	Vizvis	3D Artist

The Campaign

We created an immersive VR experience, using an Oculus Rift and a binaural sound system. This installation shows potential buyers what it is like to transform an old attic into a beautiful space to live in. With the use of a remote, visitors were able to browse through a set of different VELUX daylight solutions in virtual reality. Because of the high demand during the expo, the installation was also brought to life with VELUX branded cardboards. This way we also made it possible to re-live the installation at home or to pass on the experience to a friend.

Campaign Success

During three days, from Friday to Saturday, we captured the attention of the visitors with a 100m2 stand, in which our virtual reality solution was the shining star. The stand was located at the most central square on the expo, capturing the attention of all of the 20.000+ visitors of the expo.

Describe the success of the promotion with both client and consumer including some quantifiable results

The experience contributes to the target of VELUX to be known as an innovative and progressive brand that is always looking for new solutions. Due to the scalability of the experience, other countries within the VELUX network are looking into the possibilities to use VELUX Virtual Reality in Denmark, Switzerland and Germany as well. Besides the results in awareness, we managed to exceed the target for renovation requests by 58%. The target: 50 requests. The result: 86 requests. Over the course of three days, 1.200+ people visited the VELUX stand.

Explain why the method of promotion was most relevant to the product or service

Even though VELUX is industry leader in The Netherlands for roof windows, it’s hard convince a potential buyer into buying a solution that offers more daylight. That’s because it is hard to imagine how much more impact a richer daylight product actually makes, compared to a simple roof window. The installation VELUX Virtual Reality showcases the differences between the several products, making it easier for consumers to imagine the impact of the topline products of VELUX.

The target audience, the visitors of the home improvement event Beurs Eigen Huis, are financially wealthy and willing to spend €100.000,- on renovation within 18 months after the expo (source: Beurs Eigen Huis). Because every participating company at the expo is hunting for this budget, it is hard to capture the attention of the visitors. We knew we had to do something extraordinary to make people notice the VELUX stand. An old and dusty attic was the perfect solution to stand out between all the slick stands from competitors.