| Title | DON'T TRADE ME |
| Brand | PAW JUSTICE |
| Product / Service | ANTI AUCTIONS |
| Category | C07. Charities, Public Health, Safety & Awareness Messages |
| Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Entrant Company | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Advertising Agency | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| PR Agency | BEAT COMMUNICATIONS Auckland, NEW ZEALAND |
| Production Company | THE COOPERS Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Damon Stapleton | DDB Group New Zealand | Chief Creative Officer |
| Shane Bradnick | DDB Group New Zealand | Executive Creative Director |
| James Conner | DDB Group New Zealand | Senior Art Director |
| Christie Cooper | DDB Group New Zealand | Senior Copywriter |
| Jian Xin Tay | DDB Group New Zealand | Art Director |
| Kiran Strickland | DDB Group New Zealand | Copywriter |
| Jenny Travers | DDB Group New Zealand | Account Director |
| Michiel Cox | DDB Group New Zealand | Digital Planner |
| Steve Gulik | DDB Group New Zealand | Editor |
| Mark Trethewey | DDB Group New Zealand | Editor |
| Barnaby Fredric | DDB Group New Zealand | Editor |
| Julz Lane | DDB Group New Zealand | Production Manager |
| Toby Morris | DDB Group New Zealand | Illustrator |
| Sheetal Pradhan | DDB Group New Zealand | Digital Producer |
| Liz Knox | DDB Group New Zealand | Digital Operations Manager |
| Jim Pachal | DDB Group New Zealand | Digital Designer |
| Braden Wikohika | DDB Group New Zealand | Digital Developer |
| Elisha Balmer | Mango/DDB Group New Zealand | Senior Account Manager |
| Ange Mace | Beat Communications | Director |
| Jon Cooper | The Coopers | Sound Engineer |
| Rebecca McNab | Beat Communications | Account Manager |
Trade Me is New Zealand’s version of eBay in fact Trade Me is so big we don’t even have eBay. 81% of the population use it to sell everything from houses to puppies. Animal rights group, Paw Justice, believed that Trade Me was partially responsible for the growing practise of puppy milling in New Zealand and wanted Trade Me to take some responsibility, and set regulations to stop it. So we used Trade Me against itself. We created ads targeting Trade Me then we sold these ads on Trade Me and used the money we raised to run them.
Most importantly we reached the people we were targeting. The day after our campaign launched, Trade Me caved to public pressure and announced through the media that they would set new rules for anyone selling animals on their site. - With a budget of only $15,000 we gained over $1million worth of earned media. - Our story appeared on every major media outlet in New Zealand. - 16.5 million impressions on Twitter and Facebook - An 83% organic reach on Facebook. - 27,000 signatures, 7000 more than our goal. - Over 100bids and thousands of page views on our auctions.
After posting the auctions on Trade Me, we used social media to spread them, asking our followers to share and bid and targeting famous animal lovers to spread our message. Investigative news stories ran that night proving that Trade Me did need to change. The next day our TV, newspaper, online ad and YouTube Preroll ran, and we continued to use PR and social media until Trade Me responded.
Being a charity, Paw Justice didn’t have the money run an advertising campaign, so our strategy was to use Trade Me against itself, by selling ads on Trade Me to raise the money to run them. We had several different target audiences and tailored our campaign to reach them all. The auctions reached Trade Me users. We reached animal lovers through social media and asked them to help spread our message. We reached the general public with our advertising campaign and PR. And we targeted Trade Me via public pressure.