THE INDOOR GENERATION
|Category||D01. Social Video|
|Title||THE INDOOR GENERATION|
|Entrant||&CO Copenhagen, DENMARK|
|Idea Creation||&CO Copenhagen, DENMARK|
|Media Placement||OATH NORDICS Copenhagen, DENMARK|
|PR||WEBER SHANDWICK Edinburgh, UNITED KINGDOM|
|Production||BACON Copenhagen, DENMARK|
|Robert Cerkez||& Co. / NoA||Creative Director|
|Henrik Tvilling||& Co. / NoA||Art Director|
|Peter Dinesen||& Co. / NoA||Copy writter|
|Martin de Thurah||Bacon CPH||Director|
|Mette Jermin||Bacon CPH||Executive Producer|
|Kasper Tuxen||Bacon CPH||Director of Photography|
BackgroundVELUX wanted to create awareness about the importance of daylight and fresh air. The main objective of the campaign was to start a global conversation around bad indoor environment and to encourage people – and also other stakeholders like architects, politicians and health organizations to engage in the subject and consider daylight and fresh air (roof top windows) as an important part of home improvement projects.
Describe the strategyWe wanted to go beyond classic advertising – and speak with people, not as customers, but as humans. We wanted to go from a classic customer-centric campaign and raise the bar to being “human-centric” transcending both BTB and BTC segments. The distribution and PR strategy of the campaign was planned in the context of the following conversational themes: • Indoor air can be up to five times more polluted than outdoor • Living in damp and moldy homes increases the risk of asthma by 40% • Lack of daylight makes 15% of us sad • Daylight can boost your children’s learning abilities by up to 15% • Kids’ bedrooms are often the most polluted room in the house
Describe the executionMedia partnerships with globally influential titles such as The New York Times, Huffington Post, Viral Thread and I Fucking Love Science became one cornerstone to combine credibility and reach of the campaign from the beginning. Having journalists’ preference for data and surveys in mind, we also carried out a population survey across 14 markets with 16,000 respondents and turned that in the backbone of the news push, which was flavoured with existing research from Harvard and Oxford. The creative development, distribution and PR strategy was been integrated from day one of the campaign, which allowed us to create a campaign, that travelled between people.
List the results• +100 million views of film • +47% of them were unpaid views • +1 share of the film per second the first week • +1.1 million shares in total • Best UK performing paid partnership video in 2018 • +50% VTR (View Through Rate) on native video • +2.82 billion OTS (Opportunity to See) from global PR coverage • +2,000 published PR articles worldwide (estimated advertising value of 5.1 mio. €) • +725,000 visits to global campaign site www.theindoorgeneration.com with an avg. time spent on site of 4 minutes and 49 seconds. • 1.47 average articles read per user • +100,000 qualified marketing leads • Between 9-13% lift across markets in people that are aware that a good indoor environment protects their health … • +10% lift in people who would put daylight and fresh air on their top three list if they were to renovate their home
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