Hell has no fury like a woman scorned

A Little Background

CourtTV was launching a new show, Parco P.I.. The show followed around a private investigator and captured his wild experiences.

The Marketing Objective

Break through the clutter and generate awareness and drive tune-in for the new program, Parco P.I.

The Research

Armed with research showing that 90% of Parco P.I.’s cases dealt with adultery, we knew this content would be a lure to audiences.

The Creative Insight

If money were no object, what would you do to call out your cheating spouse? A billboard came to my mind. A simple, believable, non-branded billboard.

Creative Elements:

The integrated marketing promotion combined a blog with gorilla marketing, outdoor signage, public relations, social media, stunts and video to create a seemingly real scandal involving a betrayed woman, Emily, who outs her husband’s infidelity by turning it into a media spectacle.

I came up with the idea for a billboard that went viral and turned into a major marketing moment.

With the a nominal $150k media spend for 12 billboards across the country, we netted over $2M in added media exposure.

Ryan Seacrest, New York Times, and news outlets across the Country covered the story (arguably more as this Billboard is still going viral to this day).

Launch week results include:

• 2,037,900 blog page views

• Over 1,600 emails sent to "Emily"

• 7th most viewed video on YouTube

Campaign Accolades:
• 2007 Cannes Promo Gold Lion: Best Integrated Promotional Campaign
• 2007 Globes: Bronze, Best Integrated Campaign (only U.S. winning campaign)
• 2007 PROMO Award: Gold, Best Multi-Discipline Campaign & Best Concept
• 2007 CTAM Mark Award: Silver
• 2006 Regional ADDY: Silver
• 2006 Winner Internet Advertising Competition
• 2006 Reggie: Silver
• 2006 Myers Media Innovation and Creativity Award
• 2006 OMMA Award: Best Viral Campaign

Credits under my maiden name: Amy Mirwald, Creative Director/Copywriter

Tease Billboard