VELUX has built a reputation for facilitating new spaces in homes with its world-famous roof windows, creating light in these spaces through natural daylight. However, whilst the consumer market has bought into this concept, the commercial house builder, in part, has not. VELUX saw an opportunity to leverage its expertise within the commercial house building sector, extolling the virtues of adding roof windows to its designs to facilitate more useable space and increase the sale value of their homes in the process.

To create a targeted housebuilder direct mailer piece for house builders that aims to communicate the benefits of including roof windows in their new-build development projects, whilst highlighting the benefits of working with VELUX. The idea needed to be simple but effective enough to engage with the audience and ultimately drive direct sales enquiries.

The creative execution was born out of fact; that daylight, from sun to earth, takes just eight minutes. We offered the recipient of the mailer to use the eight minutes to positively affect the value of their housing developments. The essence of the line provided the emotion of how daylight provides tangible positivity to life, whilst the ‘8 minutes’ acted as a vehicle to deliver our messages, whilst encouraging our audience to interact.

The direct mail piece included a branded timer. On opening the DM, the timer would begin to countdown from eight minutes and would have instructions to visit the VELUX landing page. The page would have an eight-question multi-choice challenge, featuring informative questions about daylight including important statistics. To start the challenge and find useful information, the recipient would have to fill out their details. The questions would be such that they could be easily completed within the eight-minute deadline.