MEDIA CHOICE: Matthew Cowen chooses'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, 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.'


Medium: Hardbacked children's books displayed at WH Smith points of sale

Media strategy: Satin Ahadladeh at Michaelides & Bednash

Creative: and Ladybird

Brief: Encourage e-commerce among the BBC's core audience.

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