These ads were the first of their kind in the UK when they launched.
The ads feature an everyday heroine, who has won a competition to star in the campaign. Over the three adverts she's given a glam new look using various P&G skin, hair and make-up products.
There is clear evidence that the Makeover Break engages viewers , who were significantly more likely than non-viewers to say they have seen advertising for the brands involved.
The Makeover Break performs better than the three "normal" ads tested for likeability, paid more attention, wanted to keep watching, made viewers think about brands in a new way and seeing the ad as different to normal ads.
- 65% said that they paid more attention to the ad
- 69% said I liked the ad
The new format is viewed positively:
- 67% said they preferred watching these ads to other ads
Channel 4 is also perceived to be the right channel for this type of ad:
- 69% say Channel 4 is the right channel to show innovative ads
At a future purchase intent level, viewers exposed to the Makeover ad break are significantly more likely than those not exposed to claim they would purchase any of the products next time they visit a store.
Those exposed to the Makeover ad have a more positive brand image of the brands involved than those not exposed, suggesting the Makeover ad has had a strong impact on brand image
In May 2010 Max Factor returned with a new Makeover break campaign showing viewers how to achieve a 'fresh spring look'. This continues with a VIP look campaign in June 2010. For any more information, please contact .
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