MEDIA CHOICE: Matthew Cowen chooses beeb.com's How it Works guide to Shopping on the Internet

'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.





Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content