VELUX – Blind Gekocht

Objective Campaign

Discover, inspire & inform the VELUX product range and introduce novelties. In the TV program + Online Magazine

Media Characteristics

TV-trailering & billboarding, product integration in multiple episodes and multiple native online content articles, integrated in the targeted multi-brand Blind Gekocht Magazine.

Reason Best Practice

The combination of a popular TV-format with a native online magazine for a targeted audience to highlight the products is Maximum impact & minimum waste in a playful, natural and very low intrusive environment.

ARGUMENTATION

Starting point is the successful TV-format Blind Gekocht, an SBS-format, broadcasted on TV-channel VIER, in which young couples entrust their total savings plus a mortgage loan to a production house and a team of experts. Their goal? Find the first home of their dreams, based on a wish list, but within the boundaries of realistic expectations. VIER buys and renovates the house and finally reveals it to the couples or singles, who, at the very end, ‘blindly’ take possession of the keys to their new home: BLIND GEKOCHT!

In Blind Gekocht, we allow commercial partnerships as fe. VELUX to be part of the process from old to new.

For Velux, we created a full TV-package: trailering, billboarding, product integration in multiple episodes and multiple native online content articles, integrated in the Blind Gekocht Online Magazine. The online magazine was developed to create a natural but direct interaction between the content in the program and online (products, house situation, people behind) and built up by editorial articles and online videos, created by our team mainly with before & after images of the renovated houses. The online magazine was triggered via native bannering at all Mediahuis news sites, targeted on movers, builders, rebuilders, etc… only!

In the TV-program we highlighted the ‘product essence’, online we went into detail (emotional and technical). A perfect combination of reach and relevance. To maximise the campaign’s reach and impact, we combined our media brands: Gazet van Antwerpen, Het Nieuwsblad, De Standaard, Het Belang van Limburg

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