VELUX Paint the Town Red

"VELUX logo" VELUX “Paint The Town Red” campaign

Role: Trade Product Manager on VELUX Roof Windows

Trade Execution: As global market leaders, VELUX enjoyed dominance of the UK market with 92% market share. Consequently equal focus was placed on growing the size of the market by promoting the usage of roof space as to promoting the benefit of the product. By encouraging both house builders and owners to use “room on the roof” we had a 9 out of 10 chance our windows would be used and therefore our marketing was conceptual in nature rather than product based.

The UK product range amounted to over 1,000 variants of roof windows of different types and sizes which meant a product re-design called for the early organisation of a new campaign dubbed “Paint the town red”. We set about planning 18 months prior to product launch and my role was to play an extensive part in operational success. This was to include of the following:

  • Review of all existing promotional material and update
  • Update the website http://www.velux.co.uk
  • Update technical binders including those targeting Architects"Paint the Town Red"
  • Developed new promotional material including Trade Price Lists, Brochures, direct mailers, flyers, banners, door stickers
  • Organised the distribution for all Builders Merchants POS material applying to 100% of stores in UK and Ireland
  • Briefed creatives on a new free standing Roof Window display and negotiated manufacture. Budget £240,000.
  • Organised Trade PR and Events
  • Organised the Product launch at the HomeBuilding & Renovating Show NEC, Birmingham
  • Organised a full “Paint the Town Red” distribution blitz for all marketing material throughout UK Builders Merchants

Achievements

Successful market uptake of all products and extensive distribution of all promotional material giving VELUX one of the highest in-store profiles throughout the UK and Ireland.

Supporting advert: “Bringing Light to Life”

For more information on campaigns please choose from one of the following options: Stoneridge ElectronicsVELUX After Sales, Pepsi re-design, Pespi Max launch, Tango Orange Man


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