eBay Australia has removed transaction fees for casual sellers to strengthen its position in the growing resale and ecommerce market.
At the centre of this initiative is a new campaign titled ‘All Sorts of Sellers’, developed in partnership with Special. It was designed to drive mass awareness of the new proposition while deepening eBay’s connection with its most engaged communities.
It is targeted towards dedicated enthusiasts across categories including trading cards, pre-loved fashion, collectables and more. The offer aims to reinforce the platform’s ambition to become the go-to marketplace for passionate sellers.
‘All Sorts of Sellers’ is led by a musically-driven hero film that featured a wandering traveller moving through a world of seller passion points. It celebrated the joy, personality and enthusiasm that eBay said defines its community while communicating the zero-fee offer.
eBay, head of marketing and communications, Zannie Abbott, said: “There are billions of dollars’ worth of unused items in Australian homes1 – making it free to sell is about unlocking that value and removing a key barrier to getting started. ‘All Sorts of Sellers’ brings that to life in a way that’s broad, memorable and distinctly eBay – showing that anyone can be a seller, no matter what they’re into.”
Special’s group creative director, Lea Egan, added: “The team did a brilliant job of taking a simple proof point and turning it into an utterly charming, unique and memorable song. Well, alright.”
Rolling out across BVOD, radio, social, digital and D/OOH, ‘All Sorts of Sellers’ is a fully integrated, multi-channel activation. The work is connected to eBay’s broader brand platform, ‘Things People Love’.
Credits:
Client: eBay
Head of Marketing & Communications: Zannie Abbott
Senior Marketer: Lynsey Mogridge
Brand Campaign Manager: Rachel Andrada
Creative: Special
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Managing Director: Tori Lopez
Strategy Partner: Dave Hartmann
Group Creative Directors: Sian Binder & Lea Egan
Lead Creatives: Julia Spencer & Alex Antoniou
Team Lead: Kelly Larken
Business Director: Alexandra Keenan, Alicia Aguilera
Business Manager: Aisha Mingay
Strategy Director: Abbie Dubin-Rhodin
National Head Of Production: Tash Johnson
Senior Producer: Katherine Muir
Head Of Stills: Nick Lilley
Head Of Design: Adam Shear
Production:
Production Company: Finch:
Director: Sam Hibbard
Managing Director: Corey Esse
Executive Producer: Martin Box
Producer: Catherine Anderson
Production Manager: Sarah Marcuson
Production Coordinator: Matilda Dickinson
Director’s Assistant: Jed Simkins
1st AD: Angus Bolles
DOP Jeremy Rouse:
1st AC: Nick Jackson
2nd AC/Data: Roberto Tarrats
DIT Kadison Noack VTR Kane Waldron
Gaffer: Michael Adcock
Art Director: Imo Walsh
Props Buyer: Al Radovanovic
Stand By Props: Ben Walker
Wardrobe: Matt Stegh
Make Up: Jane Atherton
Unit Manager: Pete Klauser
Location Manager: Chris Mayer
Location Manager: Bryce Hawkins
Post Production:
Editor: Jack Hutchings
Colorist: Alina Bermingham
Flame Artist: Stu Cadzow
Executive Producer: Rita Gagliardi
Sound & Music:
Music Director & Composer: Cameron Bruce
Music and Sound Production: Sonar Music
Sonar Executive Producer: Sophie Haydon
Sonar Producer: Ellie Brandwood
Still Production:
Production Company: SAM I AM
Photographer: Tobias Rowles
Senior Producer: Will Mumford
Retouching: Visual Thing
