NEWS: Bean MC launches Planet Internet service

Planet Internet, the new-media publishing venture owned by KPN Multimedia, will kick off its London launch campaign this week through Bean MC.

Planet Internet, the new-media publishing venture owned by KPN

Multimedia, will kick off its London launch campaign this week through

Bean MC.



The new press and poster work follows two months of small space

recruitment ads to attract guinea pig subscribers to the Internet

service, which offers consumers a filtered and categorised menu of

quality Web sites.



The new drive will adopt the idea that information is power and bill

Planet Internet as the way to plug into that information. Two 96-sheet

posters and three press ads will use different lines to get the message

across.



One poster shows an old lady peering through her curtains, with the

line: ‘Know-it-alls. They aren’t behind the nets, they’re on the Net. No

better source of information.’



One of the press ads features a close-up photograph of a fat man’s

stomach, and reads: ‘You know what’s so great about consuming knowledge?

Only your mind expands.’



Creative work was by the Marshall brothers at Bean MC, with Paul

copywriting and Gary art directing. Photography was by Liz Johnson-

Artur.



The London launch campaign will run for three months, using press titles

such as Wired,.Net, Computer Life and Q.



The promotion, which is pla-nned and bought by Equinox Communicans, is

expected to take up half of Planet Internet’s pounds 2 million media

budget.



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