MuchMusic and Garnier Fructis Deliver the Freshest VJ Search to Date

– MuchMusic and Garnier Fructis successfully execute an integrated co-branded campaign, engaging fans with contests and sweet prizes –

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TORONTO (April 30, 2013) – Following the announcement Friday night that Montreal’s Chloe Wilde is the winner of the FRUCTIS FRUIT SENSATION PRESENTS: MUCH VJ SEARCH, Garnier Fructis and MuchMusic are proud to highlight the success of the incredibly unique co-branded partnership. From the cross-country tour bus eliminations to the greenrooms at “Camp Much,” the Garnier Fructis and MuchMusic partnership provided a fresh take on this iconic competition.

Together with Garnier’s media AOR, ZenithOptimedia, and creative AOR, Publicis, MuchMusic and Garnier Fructis successfully created an interactive execution across a wide variety of platforms throughout the competition, including on-air, online, on the tour bus, and on the ground. 

“The Much VJ Search is a huge priority for the channel, and partnering with Garnier to target our key demo (12-24) was a natural fit,” said Dave Caporicci, Director of Brand Partnerships, Bell Media. “We worked closely with Garnier, ZenithOptimedia, and Publicis to optimize exposure, and ensure seamless integration every step of the way. Together, we assembled a truly extraordinary and successful partnership.”

“The Much VJ Search was a fun, engaging, social media driven platform to launch our new product line Fructis Fruit Sensation, while engaging with today’s youth,” said Karine Pare, Marketing Manager, Garnier Fructis. “The collaboration allowed for creative and innovative engagement initiatives. From leveraging Garnier’s colour schemes in the advertising, to developing a series of styling trend videos with current VJs, and sending a social media ‘spy’ on the pan-Canadian bus tour, teaming up with Much brought the MUCH VJ SEARCH to Canadians in a way they had never seen.”

Below are highlights of this successful partnership:

On Air
In a MuchMusic first, four current Much VJs were featured in a co-branded on-air spot that featured an organic product integration. As the competition progressed, the MUCH VJ SEARCH became top priority across the station.

Online
The program launched with an unprecedented start to an exciting campaign, with an editorial and social media support phase that saw Much VJs Lauren Toyota, Liz Trinnear, and Phoebe Dykstra have their hair styled by Garnier’s Hair Expert. 

To really engage the target audience online, Much’s social rewards programMuchCloser gave fans a chance to win Sweet Rewards from Fructis Fruit Sensation. The presence of Fructis Fruit Sensation continued to build on-air and online, as additional content was created.

In addition to working closely with MuchMusic to create interactive co-branded opportunities, Garnier launched a proprietary contest of its own – the Sensational Contest on GarnierFruitSensation.com. The grand prize-winner will travel to Toronto for an exclusive behind-the-scenes day with a MuchMusic VJ. The contest was supported on-air and online.


In the final stage of the competition, a new MuchCloser contest was launched, giving fans a shot at winning $5,000 and a year’s supply of Fructis Fruit Sensation products. To enter, fans simply answered trivia questions after each episode atmuchmusic.com/vjsearch. 

On the Ground
Another first in the history of the MUCH VJ SEARCH was the implementation of the MUCH VJ SEARCH tour bus. The bus, entirely wrapped with Fructis Fruit Sensation branding, hit the road on March 25 with the Top 20 VJ hopefuls on board. Garnier’s Social Community Manager travelled with the crew and captured exclusive content for all of Garnier’s social platforms viafacebook.com/GarnierCanada and @GarnierCAN on Twitter.

With the Top 10 competitors moving into “Camp Much” at 299 Queen West, MuchMusic and Garnier were presented with another opportunity for integration. The “Oasis Suite”, a swanky Fructis Fruit Sensation brand-inspired room, was created giving the winner of each daily challenge a foot up by providing a good night’s sleep. The greenroom was also stocked with must-have Garnier Fructis products.

The FRUCTIS FRUIT SENSATION PRESENTS: MUCH VJ SEARCHcongratulates Chloe Wilde for landing the coolest job ever – to be a Much VJ. The only criteria needed to land the gig was a passion for music and pop culture, a kick @ss personality, a flair for television, and the gift of gab. Starting soon, Much VJ Chloe gets to meet die-hard fans and interview mega, and up-and-coming celebrities, all while working out of the renowned Much HQ at 299 Queen St. West in Toronto. 

The Much VJ Search has cemented itself as an iconic part of the Canadian media landscape. Each time around, the MUCH VJ SEARCH grows and changes its tune slightly, making the VJ hopefuls work their butts off in a series of competitions to earn their spot as Much’s newest face. Back in 2006, the VJ Search was organized as a ten-episode reality competition, where hopefuls were eliminated by a panel of celebrity judges based on how well they performed at tasks testing their TV hosting skills. In 2009, the VJ Search went digital with VJ SEARCH 2.0, incorporating fan voting online and a competition streamed across muchmusic.com. 

SOCIAL MEDIA LINKS
Follow MuchMusic on Twitter: @MuchMusic
Follow Garnier on Twitter: @GarnierCan

About Garnier
Garnier believes in beauty through nature, creating products that ‘Take Care’ of consumer needs. Scientifically developed with selected natural ingredients, Garnier products help men and women look healthy and feel better every day. Established in Paris at the turn of the 20th century, Garnier is the #1 beauty brand in France and a trusted leader throughout Europe, Asia, US, Mexico and Canada. The Garnier family of Canadian products consists of Garnier Fructis, Garnier Fructis Style, Garnier Nutrisse, Garnier Nutrisse Intense, Garnier Belle Color, Garnier HerbaShine, Garnier Olia, Garnier Skincare and Garnier Body. For more information, visit www.garnier.ca 

About MuchMusic
As the No. 1 Canadian brand for young adults, MuchMusic is the go-to channel for all things pop-culture, delivering excitement through exclusive live events, interviews with leading musicians and celebrities, and the biggest scripted series. From the MUCHMUSIC VIDEO AWARDS to its industry-leading online and social media outreach, including online at MuchMusic.com, on Twitter @MuchMusic and on Facebook – with more than 1.25 million likes and counting, MuchMusic continues to deliver on its promise of bringing fans that Much closer to their idols. Much spotlights homegrown talent through original productions including DEGRASSI, NEW.MUSIC.LIVE. and VIDEO ON TRIAL and supports the Canadian music video production industry with its annual, multi-million dollar contribution to MuchFACT. Much is available in 9.2 million households across Canada via cable, satellite, and mobile. Much is a division of Bell Media, which is owned by BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company.


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For more information:
Noreen Hamid, Much MTV Group, 416.384.3259, noreen.hamid@bellmedia.ca
Mary Costa, Much MTV Group, 416.384.7702, mary.costa@bellmedia.ca
Katie Green, Garnier, 517-281-2745, kgreen@ca.loreal.com