'After 18 months of dotcom advertising that steadfastly refused to define - let alone target - an audience, beeb.com has come up with an imaginative and perfectly tailored piece of media strategy. For the BBC's e-commerce site to succeed, it needs to convert the corporation's traditional constituency to the joys of internet shopping. And what warmer, cosier vehicle could there be to persuade Middle England that it's natural to go online than the time-tested Ladybird book. There's nothing like those fuzzy pastel illustrations to kick-start a sense of nostalgia and security - and those emotions could prove very powerful when it comes to pulling in the silver surfers.'
Client: beeb.com
Medium: Hardbacked children's books displayed at WH Smith points of sale
Media strategy: Satin Ahadladeh at Michaelides & Bednash
Creative: beeb.com and Ladybird
Brief: Encourage e-commerce among the BBC's core audience.
