As a much-loved global brand and household name, VELUX had no difficulty in the brand awareness stakes. However, launching a new, incredibly significant ‘Conservation Heritage’ product required a much more in-depth level of insight in order to connect with the right audience in an entirely different segment of the market. VELUX approached SLG to utilise its experience in specialist industry audiences to devise a suitable product positioning. The product was a new conservation roof window – slimmer, more aesthetic, and designed to be more in-keeping with heritage features.

At the heart of this product’s proposition is the conservation and preservation of architectural heritage. It was a case of merging old and new, using contemporary design and materials to draw in a new kind of light into buildings of the past. As such, this campaign had to be grounded in insight and validated by those audiences VELUX was looking to attract.

To firstly define the audience demographics and recruit appropriate stakeholders with the right sector experience to take part in fact-finding research, testing the product value proposition and refining it to meet the audience’s perception surrounding renovation and retrofit projects, as well as the role of roof windows in a heritage and conservation setting. The insight redefined the primary target audience, and realigned the product’s positioning to connect on a on a more focused level with those decision makers who matter. Overarching themes were revised, and from here, the product core story and creative concepts were produced.

‘Sensitively enhancing the future value of historical buildings’ became the core proposition to all product messaging and lead to the development of creative concepts that, when tested with professionals, really resonated.