‘Housewives’: Now, Ts at the cleaners
November 6, 2005
Only a week into the new TV season, Desperate Housewives is No. 1 among viewers 18-49 with a 12.3 average rating, more than two full points ahead of its closest competitor. In total viewers it’s a close No. 2 to CBS’s CSI, averaging more than 28 million viewers.
Which is cause for ABC to celebrate dirty laundry of Wisteria Lane with an amusing alterative media campaign. This year’s month-long campaign, which kicked off Sept. 1, has Housewives ads on laundry bags at drycleaners across many of the country’s top markets.
The bags read, New Season, New Dirty Laundry and feature photos of the Housewives stars. Also included in the bags this year are T-shirts with an image of a Desperate Housewives-branded apple hovering above the line It’s so juicy.
This is the second year for the campaign, with the T-shirt an added element, and it’s the work of Ambient Planet and ABC’s agency, Outdoor Media Group.
Last year’s campaign won a National silver award at the 2005 Outdoor Media Plan Awards. Here’s how it works: Through Ambient Planet, advertisers place a program that features their message onto the polyethylene dry-cleaning bags.
The bags are then donated to distributors who, in turn, sell the bags to individual venues at discounted rates. Ambient Planet says both the advertiser and store-owner benefit: the advertiser by reaching the consumer directly with a targeted message, the owner by building customer loyalty.
The bags are often supplemented with product samples or peel-off coupons.
The target for the Housewives version of this campaign is what you’d expect: working women and wives or mothers ages 18-49 leading busy lives.
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