The Challenge

Reaching and engaging the audience of window installers was no easy task. These professionals must balance manual work with business management, often within small, family-run companies. Our goal was to break the ice, build programme awareness, and generate subscriptions.

Our Strategy

We developed a comprehensive full-funnel approach, aligning communication objectives with marketing assets throughout the customer journey. Our omnichannel strategy included both digital and offline elements. The key goal was to capture attention with a catchy lead video promoted on social media and supported by a range of other communication assets.

The Big Idea: More Satisfaction with Every Installation

Our creative concept was based on the satisfaction that comes with installing VELUX windows and getting rewards from the company incentive programme. VELUX is often regarded as the premium choice for roof windows, maintaining a steady brand relationship. To celebrate the hard work of installers and let them take pride in being partners, we came up with a tune you simply can’t shake.

Lead Campaign Video:

To make a buzz among B2B audiences, you need to ‘shed your skin’ and leave a beaten path. We hit the mark of the busy installers' audience with a flawless consumer-inspired approach rooted in creativity and compassion. At the centre of it was an earworm of a song—Benny Benassi’s ‘Satisfaction’— covered almost entirely using the sounds of tools installers use when assembling VELUX windows.

The Talk of the Town

To maximise programme sign-ups, we created a landing page with an explainer detailing the reward benefits and registration process. Additionally, we developed a vast set of online and offline assets for local marketing in 14 markets. These included media and display ads, posters for dealer shops, car stickers, email blasts, text messages, group entries, roll-ups, and more.

Strengthening the Bond

We have addressed the emotional motivations of the target group by picturing the full array of benefits and rewards in a use-case manner.

The Result

The strategy executed with Clipatize content by local Velux teams was a resounding success, significantly boosting VELUX unique approach of blending a promotional message with entertainment — through a video that felt more like a music clip than an advertisement — struck a chord with the audience. The takeaway is that VELUX genuinely cares for its community and wants to keep both installers and their families happy.