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Shaken & Stirred - Influential Brand Profiling and Positioning

Story brings light to the Velux Group’s white-painted roof windows European launch

Story, has been appointed by the VELUX Group as its creative agency for a new pan European campaign to launch “VELUX white-painted roof windows”.

Following a 4-way pan-European pitch, Story, which was the only UK agency invited to tender, was successfully awarded the multi million pound campaign.

Jim Kelly, Head of Planning and Deputy Managing Director, Story UK, said: “We are delighted to have been appointed as the lead strategic and creative agency for what is a strategic shift in the VELUX Group’s business. Having previously worked with VELUX GB and Ireland we are excited to expand and work on this pan-European account. A team from across the whole agency has been working on this campaign for the last 10 months, and we’re looking forward to seeing it break in the UK in April.”

Jim Coates, VELUX GBI Marketing Director said “This is one of our biggest integrated campaigns ever and we were thrilled to see Story’s interpretation of our brief. We were impressed with their clear-cut understanding of our core brand values, the important role for our new white painted roof windows and the messages we were trying to portray. Story’s campaign built on our ethos of bringing light to life in a creative yet educational way, and we can’t wait to see the campaign rolled out.”

Story’s response required a dual audience approach. Firstly, the campaign needed to promote the benefits of the new VELUX white-painted roof windows to the consumer market by creating awareness and inspiration amongst homeowners. Secondly, the campaign had an educational focus for the trade audience to inform and enlighten them that white painted roof windows meet the aesthetic needs of their customers’ interiors. The result is two variations of a strong campaign positioning: “More White. More Light. More Life.” for the homeowners, and “More White. More Light. More Business.” for the trade audience.

The UK’s multi-media campaign includes: heavyweight outdoor activity throughout UK and Ireland, 30” and 10” TV adverts, which were filmed and produced in Scotland, and a 6 month Dream Homes sponsorship deal on Channel 4 stations.

Extensive trade activity is built around a 5 month experiential tour of key UK and ROI merchants’ locations, featuring interactive video content and an arcade-style game produced for VELUX which gives attendees the chance to win a brand new Vivaro van.  The VELUX trade loyalty programme – VELUX Rewards – is extended to all white painted products throughout April and May.

Phase 1 of the Campaign breaks in the UK and Ireland from 4th April 2016.