DIRECT NEWS: Crown overwhelmed by TV response

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.

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

occupant.



The sounds of sighing, drumming of fingers and scratching of heads

convey that she is obviously trying hard to decide how to decorate the

room.



’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.



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