New Look has hired Zone to create its first ever weekly online interactive TV show, to be distributed via a branded YouTube channel.

The site, which launches this week, invites viewers to upload their own content, comment and vote on features and visit stores where filming will take place. Zone won the contract following a five-way competitive tender. Jon Davie, managing director at Zone, comments: "New Look TV is a genuinely interactive format which puts their customers at the heart of the creative idea. This is a first for a big brand High Street retailer and demonstrates the importance of digital interactive content in bringing the in-store experience to life online. By inviting the audience to participate instead of treating them as consumers, we can help New Look develop a long-term relationship which goes far beyond just advertising."
Melissa Loddo, online and CRM manager at New Look, adds: "We know that our audience enjoy creating and sharing online content and that they love New Look fashion so we wanted to offer them a way of combining both."

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