TORONTO – In an attempt at making ads more interesting – and maybe inducing PVR users to maybe stop when speeding past the commercials, CanWest MediaWorks has launched "showmercials" in Canada.
CanWest’s Global Television, along with The Media Company and Proctor & Gamble, have teamed up for an exclusive campaign during the program Gilmore Girls called "Look Fab" which will give viewers weekly beauty and style tips as well as the chance to win a trip for two to Los Angeles for a Hollywood makeover.
Like the Lorelai (mom) and Rory (daughter) Gilmore the promotion, like the show, is aimed at moms and daughters.
“We rose to the challenge of Procter and Gamble and created a campaign that interacts with and peaks the interest of the Gilmore Girls’ viewers,” said Stephanie Blondel, director, national sales promotions “These ‘showmercials’ are packed with beauty and style information geared to inspire mothers and daughters alike. It’s the perfect package for the demographic at the right time of year.”
The ‘Look Fab’ promotion started April 18th and tells the story of four different mother and daughter makeovers. Each version will run for a total of 4.5 minutes throughout the hour during the Gilmore Girls every Tuesday until May 9th.
The spots will run during the commercial breaks, starting with a 30-second introduction, a 90-second hair segment, another 90 second skin and make up segment, followed by a 60-second reveal where the mothers and daughters see each other completely made over.
These showmercials, of course, will highlight P&G products and will direct viewers to www.lookfab.ca to enter to win their very own mother-daughter Hollywood makeover in L.A. which includes shopping spree and a makeover by Warner Bros. very own hair and make up artists
Additional promos are currently running on various Global TV programs. These spots were created to drive viewers to watch the upcoming episodes of the Gilmore Girls to tune into the ‘Look Fab’ makeovers during the show.
“CanWest has hit the mark with this promotion,” said Jonathan Maile, P&G corporate marketing and innovation. “They worked with us to come up with the right program that fit our needs. It incorporates the right media outlet and packages it with the right information and speaks to our target customer.”
