Leo Burnett has picked up the #10 million launch task for
Zoom.co.uk, Arcadia’s online shopping channel and free internet service
provider which is 50 per cent owned by Associated Newspapers.
Zoom offers access to brands including Top Shop, Dorothy Perkins,
Principles, Racing Green and Red or Dead.
As well as online shopping and entertainment, Zoom will provide a
communications package with e-mail, personal web space and search
facilities. News, features, online dating and recruitment services will
also be part of the Zoom proposition.
Bant Breen, Leo Burnett’s digital communications director, said the
agency would be working with Zoom to develop the site as well as to
create an above-the-line campaign. He expects Christmas to be a
breakthrough season for online shopping.
Eva Pascoe, the managing director of Zoom, said: ’Zoom is all about
making it easy, fun and giving added value to both new and experienced
internet users who have been waiting for a customer-friendly way to use
Breen said: ’Interactive brands such as Zoom will play a leading role in
the evolving digital landscape. When you are building an on-line brand
there is pressure to move at digital speed. Up to this point, on-line
brands have generated awareness but not a loyalty bond. We want to build
a true brand, like Virgin.’
Breen expects Christmas to be a breakthrough season for online
Zoom’s marketing and communications plans for 2000 will depend on its
performance at the end of the year.
Starcom IP has been drafted in to consult on aspects of media
Media buying will be through Carat.