Emap puts Oxy on The Box and in Smash Hits

Emap Advertising has struck a cross-media deal with Oxy in which the SmithKline Beecham skincare brand will appear on digital TV music channel The Box and in teen magazine Smash Hits.

Emap Advertising has struck a cross-media deal with Oxy in which

the SmithKline Beecham skincare brand will appear on digital TV music

channel The Box and in teen magazine Smash Hits.



The ad campaign will run on The Box from this week, using the same

creative that launched on terrestrial television on 3 April.



However, The Box execution has an extra voiceover giving details of a

competition linked to Smash Hits. Entry forms appear in copies of the

magazine until 30 April and in Superdrug chemists.



Winners of the competition will receive a makeover with a top stylist, a

photo-shoot and a day in a recording studio, recording a CD with a music

producer.



The deal was negotiated by Nick Downes, head of sales at The Box, with

Oxy’s public relations company Clarion Communications.



Ogilvy & Mather produced the creative for the ad, which is set in a

recording studio.



A spokesperson for Clarion Communications said: ’This deal is unique as

marketing, advertising and promotions have come together under one joint

initiative.



’SmithKline Beecham really understands how much teenagers love music,

which is why it is running the Oxy campaign across Emap’s teen

propositions.’



In a separate move, Emap Performance Network has announced that Dave

Young, producer of Kiss 100’s Bam Bam Breakfast Show, will head two

digital TV services. QTV will be based on Q magazine and Kiss TV will be

an extension of the radio brand.



Young, who takes the title new programme director, will also be

responsible for programming on The Box.



The Box is carried on Sky digital and cable channels and is sold on

behalf of Emap Advertising by Carlton Digital Sales. The two new digital

TV services, due to launch at the end of this year, have yet to secure

carriage rights for broadcasting.