THE INDOOR GENERATION

Short List
ClientVELUX
Category B12. Content-led Engagement & Marketing
TitleTHE INDOOR GENERATION
Product/ServiceVELUX
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
Credits
Name Company Position
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

Why is this work relevant for PR?

The Indoor Generation is a campaign that created global attention and engaged NGOs, politicians, industry stakeholders and consumers across 41 countries. It took a complex subject, bad indoor environment affecting our health, and reached main streammedia. Through PR, we gave people the opportunity to learn more – and having journalists’ preference for data in mind, we carried out a survey across 14 markets and 16,000 respondents and turned that in to the backbone of a 16-page PR report with localized “copy-paste-ready” infographics. It became a cornerstone to combine credibility and reach and has now laid the foundation for future PR-initiatives.

Background

VELUX 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 creative idea

We chose to build the campaign on the fact, that we spend 90% of our lives indoors. In other words, we have gone from being part of nature to being apart from nature. This is a surprising fact – but to us also a stunning insight into the way we live our lives today, and it is a great gateway to explaining how lack of daylight and fresh air makes us ill. It was vital for us to coin a creative concept, that would make the indoor environment feel relevant. It is a highly complex issue, and in order to create awareness, we had to make ourselves relevant – not only to the professional segment, but to all of us. We wanted people to be able to recognize themselves as part of The Indoor Generation and really feel – both mentally and physically – the importance of this agenda.

Describe the strategy

We wanted to go beyond classic advertising – and speak with people, not as customers, but as humans. Thus, the PR strategy 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 Tapping into an existing global context concerned with health and wellbeing, was a key driver of success. All traffic was directed to the main hub of the campaign – www.theindoorgeneration.com with extensive knowledge, insights and tips & tricks on how to improve indoor environment. The global awareness campaign was supported by a local campaign on digital and TV

Describe the execution

Media 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 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 and a comprehensive PR kit, which was flavoured with existing research from Harvard and Oxford. The creative development, media distribution and PR strategy were 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 • VELUX experienced a huge lift in unaided brand awareness in the four key markets: UK: +26% Germany: +30% France: +206% Netherlands: +29%