VELUX and roof windows are one and the same. Like Hoover, VELUX has become a household name for all roof windows, and ‘putting a VELUX in’ has become the generic term for bringing light to loft conversions. A great position to be in, but one that can actually restrict growth in other areas.
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VELUX tasked Republic of Media with breaking the brand out of loft roof windows and increasing penetration in single-storey extensions. We did this by making sure as many people as possible saw and heard the message that VELUX roof windows are as crucial to an extension as a bi-fold door. Our strategy focused on the importance of emotional brand advertising to home improvers. Within 5 months of the campaign launching, VELUX saw double digit % growth in key brand measures and strong performance in the extensions market.