A single campaign for a premium paint and application service, and the maths that came out of it.
Jorian Paints is a paint manufacturing and application business. The service was premium and the work was good, but the marketing was not reaching the people who would pay for that level of quality. We ran a campaign built around the one thing that made them different rather than trying to appeal to everybody.
A client once told us he wanted to sell to people who value real, high-quality paint, the kind you buy once because it lasts. The moment we named that exact person in the copy, the campaign wrote itself. That is what the $26 bought. Not a clever trick, just talking directly to one specific person instead of vaguely to everyone.
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