The campaign at RTL Weather kicks off again....        

Winter period always marked by preparation for new season

With the ‘Protect insects with Unilux insect screens’ campaign, which can be seen on RTL Weer again for several weeks from week 14 (beginning of April), Unilux is expressly opting for a message that goes beyond product promotion. The manufacturer from Boxtel links comfortable ventilation to a current social theme: insect preservation. In this way, the brand positions insect screens not only as a functional solution for homes, but also as a product that fits within a broader vision of quality of life and biodiversity.

This approach is not out of the blue. Insects are very important for pollination, biodiversity and food supply. According to the central government, insect pollination is necessary for more than 75 percent of food crops, especially fruits and vegetables. At the same time, insect stocks have been under pressure for years. Unilux translates that big story into an understandable consumer angle: let fresh air in, but keep insects out so they can continue to do their work in nature.

“We want to show that a screen is more than a comfort product,” says Judith van Erp, responsible for marketing and communications on behalf of Unilux. “With good insect screens you can ventilate comfortably without bringing mosquitoes, flies or wasps into your home, while insects outside retain their ecological function. That thought fits well with who we want to be as a brand.” 

Adult range

Unilux supports this positioning with a wide and technically mature range. The pleated screen door distinguishes itself with tear-resistant mesh, a chain lock at the top, silent operation and the possibility of mounting both in and on the day. The door is available up to 2000 mm wide. Linkable Plisséfit doors are available for large façade openings, making spans of more than ten meters possible, for example with wide folding sliding walls. Unilux also offers solutions for difficult situations in window applications. The VoorzetUNIT can be used up to 240 centimeters wide and thus also offers prospects for skylights for which regular suppliers do not always supply a suitable screen.

Relevant for the trade, moreover, is that Unilux fixed screens come standard with super transparent mesh at no extra cost. This increases visual comfort and makes it easier to offer a high-quality solution as standard. Add to this the fact that Unilux produces in the Netherlands, works with customization and delivers via a specialist dealer network, and it becomes clear why the brand continues to firmly expand its market position. 

Social relevance

Judith: “The campaign on RTL Weather reinforces that brand position at a time when ventilation, comfort and insect protection are once again becoming hot topics. This is valuable for dealers: more consumer awareness ensures recognition at the kitchen table as well as a stronger sales pitch in which product quality and social relevance complement each other logically.”

With this combination this spring, Unilux is giving extra charge to a familiar product segment. In doing so, the company is emphatically communicating its own strengths: production in the Netherlands, fast delivery from its own factory and a five-year warranty on the system. It is precisely this combination of marketing reach, product content and concrete dealer support that makes the campaign relevant to the industry. Judith concludes, “It shows how we use consumer communication to also strengthen the professional sales chain in practice.”