It is the first time one advertiser has taken over an entire evening of ad scheduling on 4Music, the joint venture between Channel 4 and Bauer Media, and features an evening of content hosted by Sarah Cawood (pictured).
Created by Bauer Media’s cross media team, MEC and DDB, the deal will see traditional commercial breaks replaced by a series of creative episodes featuring make-overs by Schwarzkopf.
The sequential spots will be spread throughout the channel’s scheduling between 6pm and 11pm.
The campaign includes online activity designed to let women watching the TV content interact with it via competitions and additional content.
It will be supported with advertorial content and sponsorship in Bauer owned Heat and More! magazines, which offered readers the chance to star in the makeover ads that will air throughout the evening.
Joseph Evea, Associate Director Bauer Media says: ” Ultimate Girls Night In 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.”