Crown Wallcoverings: Inspiring A Nation of Home Decorators - AREA 1999

IPA Effectiveness Awards Case Study

Brief Description: Home decoration was booming into the nation's favourite hobby. However, with an old-fashioned image, wallpaper was struggling in this thriving market. To the consumer, pattern and colour took prominence over brand. As the No.1 wallpaper brand, Crown revised their advertising strategy by emphasising its creativity and expertise in a brochure, and positioning itself as a source of inspiration for home decorating. Using DRTV and press which generated response for their brochure - over 152,000 requests at an average CPR of £1.51. This led to a 40% increase in footfall and 13% had purchased Crown products; Full Title: Crown Wallcoverings: Inspiring A Nation of Home Decorators ;---(TAGS)--- Full Title: HOW CROWN 'INSPIRED' A NATION OF HOME DECORATORS ; Number: A1999/26 ; Brand Name: Crown Wallcoverings ; Client: Crown ; IPA_ProductCoding: DIY goods/Home improvements (Decorating products - wallcoverings) ; Agency: CHEETHAM BELL ; Author: KATRINA MICHEL ;

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