Veka Pitch

We were approached by Veka to produce marketing materials to raise their profile within the new build commercial sector. They wanted to up their share in the market by appealing to house builders and architects to specify their windows and doors.

Veka’s popularity in the secondary glazing market is second to none, home owners choose Veka because of aesthetics, service, choice, price and guarantee. These qualities are just as relevant to the business audience as to consumers. 

We talked to media and marketing contacts with 20+ years of building product industry expertise to help us gather more background information. One architect we spoke to complained that when he read magazines like Wallpaper, the advertising treated him like a consumer attempting to create an emotional and aesthetic engagement with the product. And yet when he read the trade press, advertisers tended to treat him differently. As if he stopped being a human being when at work. We are all consumers…

We opted to give Veka a human feel and get them away from the sterile world of sales - the evidence that we’d gathered supported this, yes their window and doors did a job but they were also beautiful and versatile as well as having several other benefits. The message used throughout the advertising campaign should focus around these plus points and turn a me too product into a must have solution.

Route one was christened the art of Veka, and saw the product range shot and displayed as pieces of art in a gallery. This would put value and emphasis on the quality and craftsmanship of the product, and the care and attention to detail of the process used from initial contact to fabrication/installation.

Route two focused on quality, the Veka product would give a new home a real ‘Wow’ factor. The photography showed people being distracted from their everyday lives by the beauty and craftsmanship of their windows and doors.

Route three used the Veka profile to create geometric shapes and compelling messaging that echoed the plus points of the Veka product as the total new build uPVC solution.

Unfortunately we were unsuccessful, with the marketing team opting to work with an agency who had worked in the uPVC sector before. The Marketing manager however loved the advertising concepts and wanted to produce them in the future when budget allowed.