This case study summarises a direct response campaign for Glow-worm domestic boilers. The agency explains that this challenged the traditional hierarchy of selling through the trade with the end user having little or no involvement in the decision making process. The campaign objectives were to create leads based on energy savings. The paper describes tests carried out on Channel 4 which produced an instant and authoritative data-base. The agency concludes that leads were generated that would otherwise would not have been and unprecedented loyalty was created among installers and merchants. Incremental sales exceeded the most optimistic forecasts and the database is still growing