MEDIA-I: NEW MEDIA CHOICE - Lane Crawford

Eric Lynge, business development director, DoubleClick Media Asia Site www.lanecrawford.com The overall implementation of flash is compelling and attractive. I found the site well designed and easy to navigate. The two offers for shopping benefits by registering and sending electronic gifts to others are well presented and clear. While I am sure that the egift offer will generate respectable registration and general branding, I think that limiting its introduction to email lessens its viral and branding potential. I would suggest that the addition of good old-fashioned advertising, including online, can help spread the message to a larger, still targeted, audience which will have an exponential increase on the potential viral impact. For example, the Lane Crawford flash intro page could be delivered much as a TVC in the offline world. There would be no waiting time for the flash creative to appear as it would emerge "between the page" and run its course between page links. After completion, it would not sit on the screen like a "pop up" as the creative could be designed to shrink into a banner or skyscaper onto the site which the surfer was linked to. A few suggestions to reach the right audience online: - Certain content sites can be targeted. - Exposure limited to certain times of the day. - Exposure controlled to each unique consumer. Finally, I would suggest that Lane Crawford extend the option for the consumer to print out the offer and bring it to the store.

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