Opening new windows on the marketing mix
The project: When you think of VELUX roof windows, the first thing that springs to mind probably isn’t Virtual Reality (VR).
But that’s exactly what Glasgow-based experiential agency, Kommando and partner agency, Story, used to bring VELUX suppliers and installers closer to the newest product to be added to their portfolio.
The challenge: VELUX wanted a novel approach to marketing their new products, one which would give their suppliers and installers a preview of the features and benefits of their new white painted roof window range.
The purpose: Kommando created an immersive Virtual Reality (VR) experience to transport participants to the VELUX factory in Denmark and take them on an entertaining 360° journey from the forest where the wood is sourced, right through to the building, testing and installation of the innovative new design.
Story UK developed the core campaign strategy and creative with the VELUX marketing team, working jointly with Kommando on the production and management of the national tour.
The people: Having been around for more than 15 years, Kommando has accumulated a wealth of experience in delivering guerrilla marketing and experiential campaigns for clients across the UK and internationally.
Successes including using Augmented Reality for Healthier Scotland’s “Take It Right Outside” campaign to highlight the dangers of second hand smoke in the home. The firm’s bold, forward thinking attitude and proven experience in the field has won it a host of blue chip clients including Virgin Trains, Mastercard and Duracell.
The outcome: Housed in a fully branded touring van featuring functioning VELUX roof windows, the experience invited installers to engage in an interactive game which offered them the chance to win a brand new Vivaro van worth over £20,000 with various high-value giveaways including Makita Drill sets and white iPad Minis.
A live leader board of winners from across the country was displayed in each van, as well as on the campaign website.
The impact: Alongside a team of VELUX experts, trained and experienced Kommando brand ambassadors were on hand to encourage the target audience to engage in the VR experience and game as well as facilitating the all-important data-capture that is so central to the ROI of the campaign.
A tour of various locations throughout the UK & Ireland was organised with the brand experience running alongside a national integrated campaign including TV, radio, digital, partnership activity, social media and PR.
Commenting on the unconventional use of VR in the campaign, Mark Evans, Managing Director of Kommando, said: “It really brought the manufacturing process to life.
“The journey provided a well-rounded understanding of the product as well as instilling the audience with a sense of community and workmanship with the brand. It just shows that you don’t need to be a tech focused brand to make the latest tech work for you.”
This case study was published in February 2017.
The above case study has been made possible through the generous support of Creative Clyde and the named contributors.