Let Nature Back In
This global campaign succeeded in increasing desire and consideration for daylight and fresh air in residential housing projects. With a purpose to save The Indoor Generation, we wanted to inspire people to “Let Nature Back In” and help them overcome the problems with bad indoor environments.
For VELUX, roof top windows have always been about more than the window. The purpose for this 75-year old company is to help create healthy indoor environments with daylight and fresh air. VE for Ventilation and LUX for daylight.
People in general, however, look at roof top windows as a building material – like e.g. insulation. Therefore, the long-term goal of The Indoor Generation platform is to move VELUX into the home improvement category.
With this campaign, we want to build upon the awareness created with the call for change introduced with The Indoor Generation platform in 2018 - and focus on creating desire for daylight and fresh air to inspire people to act.
In order words: Take the first steps towards establishing VELUX in the lucrative home improvement category by creating awareness about the importance of daylight from above and fresh air for wellbeing in the context of the home.
The Solution
By inspiring people to improve their home environment, our mission was to give The Indoor Generation a brighter future.
The integrated campaign was spearheaded by an emotional online film, depicting our longing for nature in modern society. To support this, a global survey with +16,800 respondents in 15 countries focusing on nature deficiency became a trustworthy source of facts and figures in the first push of the supporting PR-campaign.
Furthermore, we created engaging online content for the main campaign site www.letnaturebackin.com. The comprehensive content was co-developed with some of the world’s leading interior designers and influencers, architects, and researchers, inspiring people on how to use natural daylight, plants, natural materials and design techniques to let nature back into their lives and homes.
The site was continuously updated with new articles and accessible how-to-guides and was supported by a second, global PR push targeting selected journalists within home improvement and design.
The Result
The campaign has generated +2.100 PR stories with 243.000 shares, 428 million impressions and so far, the emotional online film has generated a staggering +156 million views across the globe.
But most importantly: The importance of daylight in home renovation projects increased from 20% to 37% in key markets and the campaign has had a positive effect on people’s desire for windows.