£7m campaign for Beeb.com

BBC Worldwide is launching a &£7m multimedia campaign for its shopping portal Beeb.com.

A TV ad, breaking on ITV on September 18, will form the centrepiece of the campaign, created by In Real Life. Media buying is through New PHD and planning is by Michaelides & Bednash.

The ad has been produced in the style of a Ladybird ‘how it works’ book, to attract new Internet users to Beeb.com. There will also be a co-branded Ladybird book called ‘How it works: shopping on the Net’, which will be on sale in WH Smith stores from October.

Julian Turner, chief executive of Beeb ventures, which comprises Beeb.com and Net access provider Freebeeb.net, says: ‘We’ve designed a campaign that is funny and inspirational, but also familiar and reassuring.’