Synopsis: A typical auction site (evaluations, feedback, financial aids and free delivery) about husbands!!! “husbandsforsale.com” Something a little scandalous, incredible and possible at the same time, the perfect recipe for a good buzz. Objectives: In July 2005 French cable provider Canal+ came to us barely weeks before the launch of the series ‘Desperate Housewives’ with 2 objectives: Canal+ needs their existing clients to know about this American award winning series, and to eventually increase subscriptions through brand awareness.Target: Canal Plus subscribers, Female CSP+

We took a while mapping out the potential audiences, and realise that they all must have a somewhat personal relationship with the ironic humour of the series. And like the characters they fantasise occasional painless escapes. We decided to daringly exaggerate the humor. We created what women love best: shopping… but this time round, you shop for husbands..!!! Physically it resembles a typical auction site(evaluations, feedback, financial aids and free delivery) but read between the lines and we see the humor.

Within 2 weeks, more than 128,000 people visited our auction programme; more than 300 real husbands were placed on bid, insinuating rumours from various quarters, whipping up mixed emotions and ethical debates over the media all across France - on national radios, information, religious magazines, and most of all, the internet community.Two weeks later, site traffic reached 60,000 unique visitors, when we revealed the objective of the campaign. Hundreds of chat sessions, web blogs and community forums spreaded the campaign further. Today, in Google (an internet search engine), 12,500 references can still be found based on the keyword 'husbandsforsale'.