We present the most continuous data base of optical multiband data ever published on the BL Lacertae object ON 231 (W Com). The data have been collected during an intensive and coordinated BV(RI)c monitoring campaign carried out in the period from March 1994 to March 1997. During our campaign, the source brightness was at the highest level ever observed. The light curve shows a complex structure, characterized by the presence of three major outbursts having the observed maxima in March 1995, February 1996, and January 1997, when ON 231 reached its historical maximum (B~=14.2). Variability on time scales from a few hours up to a month have frequently been observed and the light curve seems to be the superposition of many flares with different amplitudes and time scales. The broad-band optical spectral energy distribution is characterized by a spectral slope which correlates with the flux level. In particular, the higher is the flux the flatter is the spectrum.