| Title | GIVING EBAY A NEW ALGORITHM FOR XMAS |
| Brand | EBAY AUSTRALIA & NEW ZEALAND |
| Product / Service | ONLINE BUY AND SELL SERVICE |
| Category | I01. Integrated Multi-Platform Campaign |
| Entrant | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
| Entrant Company | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
| Advertising Agency | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
| Media Agency | PHD Sydney, AUSTRALIA |
| Production Company | CURIOUS FILM Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Steve Coll | Havas Worldwide Australia | Executive Creative Director |
| Seamus Higgins | Havas Worldwide Australia | Creative Group Head |
| Stuart Turner | Havas Worldwide Australia | Creative Group Head |
| Simon Fowler | Havas Worldwide Australia | Copywriter |
| Nicole Hetherington | Havas Worldwide Australia | Art Director |
| Adam Shutler | Havas Worldwide Australia | Digital Design Director |
| Jay Morgan | Havas Worldwide Australia | Digital Creative Director |
| Craig Page | Havas Worldwide Australia | Digital Strategy Director |
| Dan Smith/Nicole Dongara/Julie Bouissin | Havas Worldwide Australia | Account Management Team |
| Bridget Brice | Havas Worldwide Australia | Project Manager |
| Monique Pardavi | Havas Worldwide Australia | Head Of Tv |
| Robin Walters | Curious Film | Director |
| Chris Browne | Curious Film | Dop |
| Stu Giles/Chris Mauger | Curious Film | Producer |
| Richard Mortimer | Curious Film | Stills Photography |
| Steve Brennan/Tracy Hall/Fredrik Lekberg/Lucy Burney/Camila Hynes/Amber Morris | Ebay Australia/New Zealand | Client |
| Gordon Dougal | Havas Worldwide Australia | Technical Director |
| Karen Charlish/Nick Mitchell/Julian Lee Wen Hsi | Havas Worldwide Australia | Development Team |
| Red Agency | Pr Agency |
eBay live and breath online shopping innovation, so altering their search algorithm to make them the easiest place to find the perfect Christmas present only made sense. And because eBay is about real people with real stories, we tested their modified algorithm on a newsworthy mother who has a hard job come Christmas time: Jeni Bonnel – mother of Australia’s largest family. This footage made up our TVCs, online content and PR. We also continued the innovation with the eBay Gift Engine Facebook APP – with the click of a button it searched friend’s Facebook likes to find gift ideas on ebay.
This one simple alteration to eBay’s search made a massive difference. •In the first week of December eBay exceeded 1M average weekly buyers for the first time ever. In total there were 3.34M registered visitors that week. •During the campaign eBay saw their biggest shopping day in history (number of items bought), and was 25% bigger than last year’s biggest day (factors for all purchases across all platforms). And 47% bigger than last year’s biggest day on mobile. •Traffic to deals.ebay.com.au, eBay’s Sunday sale component, increased by up to 453%. •PR generated over $6M in earned media.
eBay search makes it easy to find what you want. But when you’re trying to find a unique gift for someone else, it’s hard to know what to search for. Because of this, 67% of Australians prefer to shop for Christmas presents in stores – a huge problem for eBay. Our goal: get more Australians turning to eBay to make gifting fun and easy. Our solution: A new way to use eBay’s search With a few slight tweaks and optimisations to the existing search algorithm, our clever little Christmas site now encouraged shoppers to search by interests and hobbies, and could cross-reference two search terms at a time, to find even better gift ideas. Our integrated campaign launched with outdoor, television, PR, digital banners, online content, a website and a Facebook APP, all educating Australians on the easiest way to find the perfect gift. All with a direct call to action to shop on eBay for Xmas.