4Music, the joint venture between Bauer Media and Channel 4, have secured an exclusive deal with Schwarzkopf to take over five hours of peak commercial airtime (18.00-23.00) on the UK's biggest music TV channel tomorrow - Thursday 17th September.
The objective of this holistic 360° communication campaign is to further fuel growth of the UK’s fastest growing established colour brand and to contribute to making LIVE COLOR XXL a true love brand for the target group.
A key innovation of this multi-faceted campaign lies in the way the TV commercial breaks do not carry traditional TV commercials, but a set of entertaining make-over spots spread episodically across the night made exclusively for Schwarzkopf.
The nature of the deal means the media and creative are seamless; the media scheduling makes the creative effective and vice versa. The integration of media and creative will deliver a total of 45 minutes of sequential narrative (with 'cliffhangers') across the commercial breaks
This is the first time any advertiser has taken over an entire night of advertising space on the UK's biggest music channel and the client's message is presented in an entertaining format throughout the night.
All content will be tailored to compliment Schwarzkopf's XXL LIVE Color range with editorial and commercial content converging to create the "Ultimate Girls Night In'.
The deal was devised, created and brokered by Bauer Media's Cross Media team (Joseph Evea), MEC (Karen Lunny) and DDB (Fiona McArthur). Signal TV produced for Bauer Media.
The cross-platform campaign is aimed at young women (aged 16-24) and will involve asking the target audience to define their own 'night in'. Pre-promotional activity will appear in advertorials and sponsorship in Bauer Media stable mates heat and more!. 4Music will be promoting the night, and heat Radio will be pulling together the 'Ultimate Girls Night In' soundtrack.
In an added level of interactivity, the audience - encouraged and guided by heat and more! - will have the chance to feature in bespoke commercials that will be played out on the night. These commercials will be co-branded XXL and heat/more!
Using latest Thinkbox and IAB research, which shows 16-24 year olds are increasingly watching TV while at the same time surfing the web, a website www.livegirlsnightin.com has also been created using heat, more! and 4Music to provide engaging content to help prepare viewers for the 'Ultimate Girls Night In' and to supplement the activity on 4Music on the night itself.
The site will have information on what to watch, what to listen to as well as exclusive style and hair colouring tips with experts from the world of fashion. It will also host exclusive competitions for girls to win prizes on the night driving to and from TV commercial content on 4Music.
Joseph Evea, Associate Director Bauer Media, commented:
"UGNI is exciting because it is different and a success because it is inspiring for the target market. We are giving the audience the chance to control their TV, feature on air alongside brands they love and take part in a night organised just for them, where they can actively engage with the content they see on screen and win on the spot prizes. This is a great example of the benefits of working closely with a commercial partner to create new content which is exciting, engaging and relevant for our consumers."
Further Information
Contact Sarah Ewing on 020 7859 8411 or 07740 110 788 or sarah.ewing@bauermedia.co.uk
For magazine, online, TV or radio advertising opportunities please visit www.bauermedia.co.uk/advertising
