Channel 4 UGLY BETTY

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Channel 4 - UGLY BETTY
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The brief
Overview Ugly Betty is the story of a less than
beautiful girls struggle to fit in amongst the
superficial world of high fashiona world where
image is everything. Target Audience The
programme feels young but may have a
crossover appeal amongst older audiences. It will
appeal mainly to women, gay men and those with a
particular interest in the fashion industry. ABC1
women 16-34 Press Titles briefed thelondonpaper
and Lite
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The challenge
Its a hard concept to sell. People dont want to
watch ugly people on TV. Although the title
itself encourages people to gawk Channel 4
wanted to ensure they position Ugly Betty as
easy, funny, charming TV not worthy womens lib
messagingIts certainly not a Dove
campaign Therefore they wanted everything to be
tongue in cheek and funencouraging the
underdog. The strategy Get behind the underdog
by celebrating her in all her beautiful
ugliness Behaviour Its all about playfully
adopting the confident behaviour of fashion and
beauty brands
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Ideas

• Outdoor support
• Distributors All 500 wearing glasses and big
  badges on day of tx
• Transvision screens Work with Titan and have an
  exhibition stand/s in certain stations where
  people can have their photo taken with Betty
  look and see themselves on screens
• 1st week
• Cover wrap
• Taking over Style spread with Ugly Betty as
  Guest Editor on day of tx saying Brought to
  you by Ugly Betty Channel 4 rather than dreaded
  advertorial term
• Taking over Page 3 Get the look box out on
  day of tx
• Contingency
• Feature on Ugly Betty look advert/spoof on
  Style DPS
• Normal ads on TV pages, 1 x 1 boxes in TV
  listings next to programme etc.
• Online
• Micro site or column online to encourage
  community, cult following, interactivity and
  people sending in text of support, questions for
  Ugly Betty and pictures of them taking on her
  style etc
• Button/banner taking them to site with trailer,
  Ugly Betty facts etc.

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The solutionUgly Betty Wrap day of tx
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Ugly Betty Style feature
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Results

• Feedback
• The style spread looked fantastic. Every bit as
  good as we hoped it would and it had exactly the
  right tone of voice not only for the programme
  but also for the feel of the editorial of the
  paper. People I spoke to loved it.
• Jonny Mackay Associate Director, OMD
• Programme ratings
• 4.4 million viewers for the first episode that
  evening, which was a brilliant result.

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