Title | BOXES |
Brand | EBAY |
Product / Service | EBAY |
Category | A04. Best Use of Ambient Media: Small Scale |
Entrant | LEO BURNETT SYDNEY, AUSTRALIA |
Entrant Company: | LEO BURNETT SYDNEY, AUSTRALIA |
Advertising Agency: | LEO BURNETT SYDNEY, AUSTRALIA |
Name | Company | Position |
---|---|---|
Andy DiLallo | Leo Burnett Sydney | Executive Creative Director |
Guy Futcher | Leo Burnett Sydney | Copy Writer |
Brendan Donnelly | Leo Burnett Sydney | Art Director |
Amir Mireskandari | Leo Burnett Sydney | Photographer |
James Rogers | Leo Burnett Sydney | Art Buyer |
Amir Mireskandari | Leo Burnett Sydney | Art Buyer |
Fleur Kennedy | Leo Burnett Sydney | Account Director |
Rebecca Zhang | Leo Burnett Sydney | Account Manager |
Luke Atkinson | Leo Burnett Sydney | Planner |
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.
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.
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.