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4media group recently worked with L’Oréal on their campaign at Cannes Film Festival. The 4media Group broadcast team were tasked with securing TV coverage for some of L’Oréal’s top ambassadors - you know, the ladies that say “Because we’re worth it” a lot. Namely Julianne Moore, Helen Mirren and Jane Fonda.

As official partner to the Festival, which is now in its 71st year, L’Oreal, wanted to achieve maximum exposure and brand awareness, so as well as the broadcast day, they also commissioned us to carry out some news generation for the campaign.

The Campaign

Having pre-booked interviews with TV broadcasters in the build up to the festival, our Head of Broadcast flew out there to ensure everything ran as smoothly.

The first interview , secured for day 2 of the festival, was with ITV This Morning’s Alison Hammond and Julianne Moore. The interview was a roaring success thanks to Julianne’s nature and professionalism and Alison’s unique and engaging interviewing technique. The interview was picked up by the Daily Mirror thanks to our news gen team.  

The next interview was with Dame Helen Mirren and ITV’s Kate Garraway. The interview was brilliant with Helen showing the contents of her handbag, getting Kate doing exercise and even commenting openly and with a great sense of humour on the fall she had the day before.

All in all the media team managed to secure an amazing 7 items of online and TV coverage, including BBC News, Good Morning Britain, This Morning, The Independent and three articles on the Mail Online.  You can view all the coverage here.


Coverage Highlights