The music channel is a joint venture between Bauer Media and Channel 4. As part of the take over campaign, ad breaks will carry make-over spots spread episodically across the evening. There will also be a series of 'cliffhangers' across the commercial breaks.
Content will be themed around the ‘Ultimate Girls Night In' and tailored to reflect Schwarzkopf's XXL LIVE Color range of products.
The deal was created and brokered by Bauer Media's Cross Media team, MEC and DDB content has been produced by Signal TV.
The 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 magazine Heat and More!. 4Music will be promoting the night, and Heat Radio will be pulling together the 'Ultimate Girls Night In' soundtrack.
There will also be opportunities for the audience to appear in Schwarzkopf ads.
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