Mother Wakes Up Target Shoppers

NEW YORK Mother has created a campaign for Target centered around wake-up calls intended to help people make it to the retailer’s two-day sale, Nov. 26-27.

“[Target] asked us to come up with an idea that would help them stand out in the tremendous amount of noise happens in the marketplace during the holiday season,” said Andrew Deitchman, partner at Mother in New York.

Consumers will be able to sign up for wake-up calls, delivered by celebrities and media characters including Heidi Klum, Ice-T, Darth Vader and a rooster. A TV spot touting the sale will break on Nov. 22.

Short films featuring the fictional characters will also be shown on the merchant’s Web site, at target.com/wakeup.

It’s the first project Mother has created for Minneapolis-based Target Corp., which also works with Kirshenbaum Bond + Partners in New York and PetersonMillaHooks in Minneapolis, among other shops.

Target spent about $430 million on advertising in 2003, according to TNS Media Intelligence/CMR.