Planet Internet, the new-media publishing venture owned by KPN
Multimedia, will kick off its London launch campaign this week through
The new press and poster work follows two months of small space
recruitment ads to attract guinea pig subscribers to the Internet
service, which offers consumers a filtered and categorised menu of
quality Web sites.
The new drive will adopt the idea that information is power and bill
Planet Internet as the way to plug into that information. Two 96-sheet
posters and three press ads will use different lines to get the message
One poster shows an old lady peering through her curtains, with the
line: ‘Know-it-alls. They aren’t behind the nets, they’re on the Net. No
better source of information.’
One of the press ads features a close-up photograph of a fat man’s
stomach, and reads: ‘You know what’s so great about consuming knowledge?
Only your mind expands.’
Creative work was by the Marshall brothers at Bean MC, with Paul
copywriting and Gary art directing. Photography was by Liz Johnson-
The London launch campaign will run for three months, using press titles
such as Wired,.Net, Computer Life and Q.
The promotion, which is pla-nned and bought by Equinox Communicans, is
expected to take up half of Planet Internet’s pounds 2 million media