Architects are a specific target group. A B2B campaign for VELUX in 14 countries across Europe was aimed specifically at them.
Not even a hundred light bulbs can replace natural light. And when people can see the sky, the sun, or the clouds, they’ve been shown to live better lives. Thanks to VELUX skylights, all of these things are within reach.
But how do we convince architects of this?
Based on data from past campaigns and our analysis of them, we discovered that our target audience congregates on specialized websites that are off-limits to anyone outside the architectural field. This gave us the right momentum to get started.
How can we visually capture light? We explored this question from every angle during a workshop with architect Domen Pogorevc.
We defined the spaces and situations in which the selected products would be used, whether roof windows, balcony windows, or skylights. We also identified moments that would best capture the mood created by the light.
Tomáš Svoboda, also known as Smot, sketched everything right away and then created the individual scenes.
The illustrations served as the main visuals for a digital campaign that we ran for six months on architecture forums.
In this case, traditional media worked much better, such as purchasing ad space on the Architekti.cz website.
We divided the campaign, which covered 14 countries across Europe, into 2 phases; in terms of long-term brand awareness, our goal was to engage a specific target audience, which required time, ongoing optimization, and regular maintenance.
Printed materials – brochures, posters, calendars, and notepads – also made a strong impression, thanks to their high-quality production, and were physically handed out to the architects. This is something that set VELUX apart from other companies.
