Velux — Make the most of your life indoors
In 2018, VELUX launched the campaign “The Indoor Generation” with the aim to put indoor climate on the global agenda. The campaign focused on how spending more time indoors have negative effects on our health. With an emotional and dramatic approach VELUX succeeded at addressing this topic globally.
To build on the awareness of this campaign, Velux wanted to build an activation tool that focused on how VELUX could help solve this problem. The aim was to take a more actionable look at how things like sunlight and ventilation can make indoor environments more comfortable and healthy.
The result was an online tool that gives specific inspiration and tips on how to improve your indoor climate based on the answers you give about where you live, your household, living space and home-life. In order to give as specific and personalized tips as possible, it was necessary to have a substantial amount of questions. It ended up with 14 questions in all, which in an online world where attention spans are short, was a challenge. To keep peoples attention and focus, we therefore made small, playful animated illustrations that relate to the answers you give and decided only to show one question per page to give the feeling of constant progress as you go through the questions.
The Indoor Generation campaign was very dark and focused on the negative effects of a poor indoor climate. In contrast, the activation tool was made very bright and friendly to put emphasis of how to solve this problem and get the best indoor climate possible.
There are more than 140 million households in the seven European key markets of Velux. 80% of these will never be able to install a VELUX window. With the activation tool, VELUX for the first time ever, has the ability to talk to and help people in all households.
From late 2018, the activation tool has been piloted in the Netherlands and Belgium. In both markets the results were amazing. Through paid media 5.000 people in each market engaged with the tool and a remarkable 89,8% of these were still there, after all 14 questions. We could therefore give these people highly relevant and personal advice on how to improve their indoor climate. 4% of all engagements turned in to qualified product leads.
This was developed while working at Hello Great Works.
