Delaney Lund creates pounds 4m push for IPC site

Delaney Lund Knox Warren & Partners has devised the pounds 4 million launch campaign for IPC Electric’s women’s site, BeMe.com, and has picked up the launch account for IPC’s TV listings site, unmissibletv.com.

Delaney Lund Knox Warren & Partners has devised the pounds 4

million launch campaign for IPC Electric’s women’s site, BeMe.com, and

has picked up the launch account for IPC’s TV listings site,

unmissibletv.com.



The BeMe campaign will launch on 3 February and run until June. It will

include poster and press work, and aims to appeal to modern women.



The campaign’s strapline is ’be whatever you want to be@BEME.COM’. Each

execution features two or more shots of women in a variety of poses.



One shows an older woman, whose legs are covered in varicose veins,

wearing a glamorous pair of heels, with the caption, ’beglam’. Another

is a picture of a nun with the caption, ’becelibate’. A third is of a

woman with a scarred face and the line, ’bebrave’.



The press ads will appear in IPC titles. The campaign will also include

CD-Rom covermounts, which offer free internet access to readers and an

interview with the editorial team at BeMe.



The campaign was written by Malcolm Green and art directed by Gary

Betts.



The media planning and buying are by Walker Media.



The agency has also worked with Channel 4’s production team to create

sponsorship idents for the new series of Ally McBeal. Hilary Burden,

media director of BeMe, said: ’Ally McBeal is a perfect fit for BeMe,

which is all about appealing to the universal, modern woman. Ally is

just that - pathetic and clever, funny and serious, gorgeous and

beastly.’



Tom Knox, a partner at Delaney Lund, said: ’Under Sly Bailey, IPC is

going to be very dynamic, so we are delighted to be working on BeMe and

unmissabletv.com. BeMe is entering a competitive market, but we are

confident that the content outperforms what’s out there and will quickly

establish itself as the definitive place for women on the web.’



The BeMe site aims to secure 500,000 registered users in the first year

and to be the number one destination site for UK women.



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