Alcoa

We were given the challenge by Alcoa to promote and create interest for their new designer colored aluminum siding, “The Horizon Collection.”  The real challenge came when they needed the direct mail campaign completed and mailed in January with the actual product not being available until spring.  We overcame this challenge by creating a Blueprint with computer-enhanced photos to show the color possibilities available within the new “Horizon Collection.”  In this way, the six new colors were introduced to contractors who were then invited to request more information.  It was mailed in a white tube along with a letter and reply card.  The campaign was generated over 15% response.