Results and Effectiveness

As a result of our entire brand campaign, year on year traffic to eBay grew by 14%. The quarterly rate of growth doubled. eBay sold 28% more items than the year before, smashing objectives by 18 points. Revenue grew at 15%, surpassing objectives by 6 points. The ripples of the campaign are still being felt, with Australia’s leading retailers finally being forced into entering the online retailing environment.

Creative Execution

Strategically placed eBay delivery boxes turned existing inner-city adshels into eBay ads. The newly-created outdoor campaign let our clever shoppers know that hundreds of these brand new products could now be purchased on eBay, and directed them straight to the eBay website.

Insights, Strategy and the Idea

Brief & Objective: Australian shoppers still viewed eBay as an online flea market and generally only shopped there for second-hand goods. We needed to let them know that eBay is now the best place to buy the latest and greatest fashion and electronic brands brand new. Insight: There are currently hundreds of eBay products being advertised around the city in outdoor media. However, most people aren’t aware that these products are available on eBay. Idea: We used other brand’s breaking ad campaigns to advertise eBay’s “brand new” message. Target Insight: When eBay as a brand does something clever – eg piggybacks other brand’s media – it reinforces the fact that eBay is the place for clever shoppers.