Channel 4 today reveals an exclusive partnership with Estée Lauder and media agency MG OMD, representing the first campaign of its kind with a broadcaster for the luxury brand.
Estée Lauder and Channel 4
The Big Idea
Amanda Yaffe-Parker, Client Account Director, MG OMD: "The launch of Estée Lauder’s new Advanced Night Repair serum required a fresh, new strategy to match. Working with Channel 4 and The Outfit, we wanted to deliver a compelling, authentic message to our audience at the crucial ‘me time’ moment in the evening.”
The light-hearted, bespoke ad campaign promoting Estée Lauder’s new and improved Advanced Night Repair stars broadcaster Alice Levine (Sleeping With The Far Right, Kevin McClouds Rough Guide To The Future) demonstrating the benefits of the serum in her own words and will launch with a 60 second film during the first ad break in Gogglebox tonight.
A special introduction will feature the Channel 4’s ident blocks as they’ve not been seen before, inspired by Estée Lauder’s Advanced Night Repair’s iconic glass bottle.
The campaign includes shorter edits running across Channel 4’s streaming service All 4 and Estée Lauder’s social media channels.
Emmanuelle Noyer, Vice President, GM, Estee Lauder UK and Ireland, Estée Lauder said: “We've been really excited to work with The Outfit and MG OMD on this exclusive Channel 4 partnership for our new Advanced Night Repair Serum. It’s an honest and fresh approach - filming at home with the beautiful Alice Levine in a completely unscripted and authentic way tells the story of the genuine difference this new and improved version of an iconic product makes to her skin, in her own words.”
Making it Happen
The partnership was brokered by 4Sales and MG OMD. The idea was developed through 4Sales’ creative arm PL4Y and MG OMD whilst The Outfit is responsible for the creative and production.
Chris Braithwaite, Agency and Client Sales Leader, Channel 4 said: “We’re really proud of this exclusive collaboration with Estée lauder, the result is a great example of an engaging, creative solution with fantastic Channel 4 talent that delivers brand and broadcaster affinity.”
The campaign is currently live. Results to be announced.