Crown Wallcoverings & Home Furnishings has been forced to
reschedule its new direct response TV campaign only a week after its
launch because of the overwhelming response to the ads.
The campaign, which prompted viewers to phone for a 36-page catalogue,
took Crown into new territory in the home furnishings business, where
direct response advertising on this scale has not been tried before. In
the event, its call-handling service, ADS Telemarketing, received 4,000
calls on the first day alone, creating an unprecedented demand for
brochures and prompting Crown to defer some of its TV commercials.
Created by the Manchester agency, Cheetham Bell, the campaign is unusual
in that the press and TV ads do not feature any Crown products.
The TV spot shows a pure white room as seen through the eyes of its
The sounds of sighing, drumming of fingers and scratching of heads
convey that she is obviously trying hard to decide how to decorate the
’Need inspiration?’ a voiceover asks. It then gives details of how to
obtain a Crown brochure.
The brochure also features the white room but then shows the space
decorated in a variety of ways.
Art directed by Andy Cheetham and written by Jason Rothwell, the TV ads
run on Channel 4, Channel 5 and satellite television. Only the
terrestrial schedules have been rearranged. Media was handled by the
Media Business North.