Colorama is Sweden's largest chain of paint shops. Their wide range of products includes paint, wallpapers, wooden flooring and tiles.During the year, Colorama has aired full-screen TV ads showing product samples, giving customers the unique possibility of testing the products directly on to the walls etc. ”Move the TV, in 2 minutes we’ll be airing our latest shade of green”.But even Sweden has a few weeks of summer. What do we do when Colorama need to sell outdoor paint?

To announce that the outdoor paints will be airing soon, we rolled up a few meters of aerial cord and sent it to customers that were registered with their local dealer as a house owner.

The local dealers that used the direct campaign noticed a great difference in demand for colours shown on TV as well as more customers in the store. Sales for Colorama outdoor paints surpassed sales budget by 90%. Some customers even brought their cables and wanted longer ones, but that is a different story.