The Government is set to launch a campaign aimed at rebuilding
business confidence in e-commerce, which has declined since the dotcom
implosion.
A budget of more than £2.5 million has been earmarked for the
promotion of UK Online for Business with an integrated campaign produced
by Publicis.
It marks the agency's first work on the account to which it was
appointed in August by COI Communications after a pitch also contested
by TBWA/London, Carlson and WCRS.
Its brief is to promote the role of UK Online for Business, a
partnership between the Government and industry set up to encourage
small- and medium-sized businesses that are online but not trading
online. The TV campaign focuses on the £14 billion traded online
in Britain so far this year and emphasises its scale by projecting it on
to buildings and offices.
"If you run a business - any business - you can claim a share of this
money," a voiceover by the TV presenter Sue Lawley says.
Alan Smith, the senior campaign manager at COI Communications, said:
"The demise of the dotcoms gave e-commerce a bad name and yet it is
still the outstanding opportunity for businesses of all sizes in the
UK."
The TV work was written by Noel Sharman, art directed by Stephen Glenn
and directed by Howard Grenhalgh. TV and press media buying is by
MediaVest and MediaCom respectively.
The campaigns are being complemented by online activity created by
Publicis Networks and direct marketing through Publicis Dialog.
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