eBay Unveils First-up Campaign From 72andSunny Australia

eBay Unveils First-up Campaign From 72andSunny Australia
SHARE
THIS


What best describes you?

eBay.com.au has today launched its latest brand campaign, encouraging shoppers in a sea of sameness to break free, celebrating the individual way Australians shop on one of the world’s biggest online marketplaces.

For 18 years eBay has played a leadership role in the transformation of the Australian retail industry, with over 40,000 small businesses, 80 of the top 100 online retailers and more than 11 million monthly unique visitors now calling ebay.com.au home.

Recent research has revealed that 72 per cent of Australians want a personalised interaction when shopping online, and eBay is recognising just that with the Fill Your Cart with Colour campaign.

Launching last nightr across television, cinema, out of home (OOH), display, digital and social channels, the new brand campaign is a rallying cry for the diverse Australian community of buyers and sellers to express who they are and break free from conformity.

“At the heart of eBay is a colourful and dynamic community, who turn to the marketplace to express their individuality through the way they shop,“ chief marketing officer Tim Mackinnon said.

“Our new brand positioning tells this story and is a reflection of the tight-knit, yet global community eBay has fostered.” 

The brand campaign launch is particularly timely with a number of international competitors primed to enter the Australian market in the coming months.

“The timing couldn’t be better. With an 18 year history in Australia, we are now home to the largest base of connected commerce anywhere in the world,” Mackinnon continues.

“Our key point of difference is the breadth of our unique and interesting inventory and the strength of our community, entirely powered by the people of Australia. Now, more than ever, eBay empowers shoppers to find exactly what they love and express who they are.”

Research also found one in five local shoppers are pledging to seek out smaller Australian sellers when shopping online, proving one-of-a-kind, personalised experiences are important to the consumers of today.

“At a time when the Australian retail sector is experiencing change, we are proud to celebrate our leadership in keeping Australian small business competitive, something that shines through in the campaign,” Mackinnon says.

To create the brand platform, 72andSunny commissioned three directors to capture the uniqueness of eBay, following members of the eBay community to understand their diversity, personality and perspective.

72andSunny Australia executive creative director, Johnny Tan says: “We took a completely different production approach, collaborating with multiple directors to show real people, their passions, interests and hobbies, and how they express themselves through what they shop.”

The campaign will roll out in two key phases in Australia. The first phase will be focused on showcasing the eBay difference, celebrating the colour and individuality of the community and the large and diverse selection of product available. This will be led by a 30 second TVC and a series of outdoor executions from 3 September. In the second phase of the campaign, eBay will be asking consumers nationwide to think again, directly challenging them with the question: “Did you check eBay?”. This creative will roll out from 10 September onwards and will span television, online and cinema. 

eBay is the largest online marketplace for businesses of all sizes, with millions of sellers worldwide. Currently 90 per cent of Australian sellers are exporting worldwide – compared to just 5 per cent of Australian registered small businesses. Nearly 3000 Australians have made more than $1 million in sales on eBay Australia since it launched in 1999.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]