Target partners with Channel Seven to present one-off TV event featuring Gok Wan
Target Australia has partnered with Channel Seven to present a branded content TV event featuring its ambassador Gok Wan.
The ‘Style the Nation’ TV event, to be aired on Channel Seven in mid-September, sees Wan style five finalists from around the country who won a two-day style camp with the fashion guru as part of a competition.
Produced in collaboration with Universal McCann, Seven West Media and Ensemble, the concept of the one-off TV show was devised in-house by the Target creative team.
https://www.youtube.com/watch?v=RTjHlBt8xtQ
The one-off TV show marks one of the biggest branded content TV events and follows on from Westpac’s documentary series marking the 40th year of the brand’s partnership with the Westpac Life Saver Rescue Helicopter Service, a series which also aired on Seven.
A Target spokesperson told Mumbrella: “We think Style The Nation will showcase what Gok does best – celebrating women of all shapes and sizes, and helping them with their style choices.
“We’ve been thrilled with the response to the campaign, and we’ve had thousands of Australians apply for a chance to win a makeover with Gok. Gok himself will be selecting the candidates for the makeover event and will work with the winners for a week on their complete style makeover.”
Wan signed on as Target ambassador in July last year, and was the focus of homophobic complaints to the Ad Standards Board following a Target campaign in which he referred to women’s breasts as “bangers”. In April, in another Target campaign he referred to women’s breasts as “assets” and was again the focus of complaints to the ASB board.
The fashion stylist fronted the UK program How to Look Good Naked which first aired in 2006 and ran for three seasons.
Target managing director Stuart Machin said in a statement: “At Target, we want to help our customers look and feel great with affordable fashion, style and quality. Gok has been doing a great job telling that story to our customers over the past 12 months. The Style the Nation campaign lets us offer Gok’s expertise to customers in a more personal way.”
The ‘Style the Nation’ competition will see Wan travel around the country later this month to visit the 100 Finalists, a trip which will culminate in the mid-September TV special with Wan transforming the five winners with a makeover.
The winners will receive a prize pack valued at over $20,000 each including:
- A two day style camp with Gok Wan which forms the basis of the TV show
- return flights and accommodation for the winner and three friends to Sydney for one week
- a $2,500 Target gift card
- a spa treatment valued at $500
- a L’Oreal gift pack valued at $300
- VIP tickets to the Target Style the Nation event where their makeover will be revealed
Miranda Ward
Linkedin
Liked this campaign when it first launched…not sure it has the legs for this type of execution so far down the line.
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“Branded content TV event”…mmm…
“They used to simoly call them advertisements in my day sonny Jim,” the former charismatic and now turtle necked man said.
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