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 mind. A simple, believable, non-branded billboard.

It Worked

With the a nominal $150k media spend for 12 billboards across the country, we netted over $2M in added media exposure from GMA, Ryan Seacrest, New York Times, and news outlets across the Country etc (arguably more as this Billboard is still going viral to this day). This campaign won multiple creative awards including the coveted Cannes Gold Lion.

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