November 2006

We have something on the internet in almost every issue and I will now stop preaching about how we have to get with the program because if we haven’t yet, it’s getting late. Thankfully I can say that almost all of our clients are with the program and are in various stages of exploration. We hope to continue to demystify the internet. I read about a study somewhere that marketers and planners often focus on the youth as the group of people who spend most time on the web, and it’s often a missed fact that the 30-something year old group actually use the internet a lot too. Let’s not forget them.
我們在每月的刊物中幾乎都會提到網際網路，此刻我將不再對於為何我們必須運用網路媒體而說教，因為若我們還未開始，就快要遲了。很慶幸的我可以說，幾乎我們所有的客戶都正在網路媒體的不同階段進行探索，我們希望可以繼續揭開網際網路的神秘面紗。我曾經讀過一篇報導提到大多數的市場行銷及企劃人員時常把網路的使用對象鎖定在網路上瀏連時間頗長的青少年，而忽略了事實上30多歲的族群也花了很多時間在網路上，別把他們忘了。

But young people don’t spend all their time on the internet. Based on this group’s interests and an insight, Head & Shoulders ran a cinema campaignto communicate a new message about an existing product. This was not just a 30sec TVC adaptation, and is a first in creative cinema use. See next page for details.但年輕人並沒有把他們的時間全都花在網路上。海倫仙度絲依據此族群的興趣及一項洞察結果，在電影院內進行了一個宣傳企劃，針對現有的產品做新訊息的溝通。這不僅僅是一支30秒的廣告片，更是首遭在電影院的創意執行。