Category B02. Challenger Brand
Entrant &CO Copenhagen, DENMARK
Idea Creation &CO Copenhagen, DENMARK
Media Placement OATH NORDICS Copenhagen, DENMARK
Production BACON Copenhagen, DENMARK
Name Company Position
Thomas Hoffmann &Co. / NoA Creative Director
Rune Petersen &Co. / NoA Art Director
Johan Køhler &Co. / NoA Copywriter
Frédéric Planchon new-land Director
Melodie Preel new-land Director Of Photography


Creative idea Based on the key insight, that today we spend 90% of our lives indoors in modern societies across the globe, we coined the creative concept: The Indoor Generation. We wanted people to be able to recognize themselves as part of The Indoor Generation and really feel – both mentally andphysically – the importance of this agenda. The campaign was spearheaded by 3-minute video about The Indoor Generation made to create both awareness and debate about the importance of daylight and fresh air in the home – and supported by Link-Ads. 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 – with extensive knowledge, insights and tips & tricks on how to improve indoor environment. 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. 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 supported with existing research from Harvard and Oxford Universities. The global awareness campaign was supported by a local campaign on digital and TV titled “Solutions for The Indoor Generation”. Objectives The commercial objective for VELUX was to grow long term brand relevancy by moving VELUX from the building materials category into the larger home improvement category. The marketing objective was to build consideration for daylight and fresh air in the home and thus help stimulate long term sales. The communication objective was to start a global conversation about the importance of healthy indoor environment and to encourage end-users, but also stakeholders like architects, politicians and health organizations to engage in the subject. Results In the UK, online search for VELUX is at the highest level in 10 years and the campaign generated ahuge amount of qualified marketing leads in all participating markets. We saw a very positive lift across markets of people, who are aware that a good indoor environment protects their health. As anticipated in the strategy, this resulted in an impressive lift in unaided brand awareness in the four key markets. Consideration for “daylight” and “fresh air” in home renovation projects also increased significantly, while “new kitchen” dropped as a result of the campaign A significant amount of all VELUX media mentions during the campaign period was about The Indoor Generation, and we saw a huge lift in conversations on social media about indoor air quality from 2017-2018.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

Today, VELUX is seen the world’s leading manufacturer of roof top windows, and roof top windows are perceived as building components by most consumers – much like e.g. insulation. For VELUX as a company, however, it has always been about more than windows. The company purpose is to breathe life into dark spaces by filling them with daylight and fresh air. Thus, the name – VE for ventilation and LUX for daylight. Outside the professional target group, however, the VELUX purpose is largely unknown. Daylight and fresh air are no doubt vital ingredients of successful home improvement, but to become a credible player in this category requires that VELUX is relevant and considered in a larger market context. The strategy for VELUX is to create long term growth by going from being a world class window producer to becoming a global player in the lucrative home improvement category.