eBay Launches Trippy New Brand Platform Via Special And Futurebrand Australia

eBay Launches Trippy New Brand Platform Via Special And Futurebrand Australia
B&T Magazine
Edited by B&T Magazine



eBay has returned to its heritage of connecting with passionate buyers, resulting in a new brand campaign which includes the reinvention of a much-beloved song.

Rebecca Newton from eBay said, “After 24 vibrant years in the Australian market, we’re rediscovering our roots and going back to where it all began.

“The new brand platform brings together eBay’s new marketing strategy while staying true to the very essence of eBay which is to connect people and their passions by fuelling their ‘Thing’.

“eBay is shaped by its diverse community of buyers and sellers. We are celebrating these passions and showcasing how eBay helps foster those deep connections with the things people love and the communities that surround them.”

As part of the transformation, eBay engaged FutureBrand Australia to reimagine eBay’s brand strategy in the Australian market. The revised strategy connects the brand and business strategy – aligning eBay’s purpose with experience to drive growth.

FutureBrand’s ‘sprint’ methodology enabled the eBay team to fuse research, strategy and stakeholder engagement into an intensive process that explored the needs and motivations of buyers and sellers. This process helped bring to life the brand’s evolution from an online shopping mall to a retail destination for products people love.

Rich Curtis, CEO of FutureBrand Australia said, “eBay is an iconic brand in a market that is continually changing and evolving. It’s only natural for eBay’s brand positioning in Australia to evolve and grow too.”

The brand strategy sets the strategic platform for all areas of brand communications and experiences, from brand personality to brand experience principles, to inspire the moments that matter.

Special was appointed creative agency of record, officially winning the business in a competitive pitch earlier this year. This is the first campaign from Special for eBay Australia.

The campaign celebrates the rich, textured, eclectic and wonderful universe of eBay passions encompassing the unique people and the individual ‘things’ that bring them joy and connection.

Lea Egan, creative director at Special, said: “What a treat to get to give this iconic brand a fresh, distinctive voice. And to get to work with such world-class partners including King She, through Revolver, and Human, who took on the daunting task of reinventing this beloved song.”

From car parts to trading cards, sneakers to pre-loved fashion and luxury handbags – the new brand platform nods both to eBay’s cultural roots and owns a space that is relevant today.

The integrated campaign is rolling out across owned, earned and paid channels including TV, Cinema, OOH and Social and Digital channels.

CREDITS

Client: eBay

Rebecca Newton: chief marketing officer

Thanh Nguyen: brand & campaign lead

Niusha Khastoui: brand campaign specialist

Creative Agency: Special

Cade Heyde: partner, CEO

Lindsey Evans: partner, CEO

Tom Martin: partner, CCO

Julian Schreiber: partner, CCO

Dave Hartmann: partner, CSO

Phoebe Fielding: senior strategist

Sian Binder: creative director

Lea Egan: creative director

Adam Shear: head of design

Sabine Schwarz: design director

Sevda Ćemo: head of film & content production

Wendy Gillies: senior producer

Nick Lilley: head of stills production

Lauren Portelli: managing director

Jake Stopper: team lead

Nic Stevenson: business director

 

Branding Agency: FutureBrand Australia

Rich Curtis: CEO, Australia

Victoria Berry, Jill Hale: Brand Strategy

Sam Hughes: Brand Experience

Michael Thebridge: Brand Language

Christina Kokkinakis, Kirsty Grant: Brand Management

 

Media Agency: EssenceMediacom

PR Agency: Pulse

Organic Social Agency: Jack Nimble

Owned Media Agency: DEPT

 

Production Company: Revolver x Somesuch

King She: director

Michael Ritchie: owner, managing director

Pip Smart: Partner, executive producer

Alexandra Taussig: producer

Ari Wegner: DOP

Damien Drew: production designer

Alice Babidge: costume designer

 

Post Production: The Editors, Traffik, Alt.VFX

Editor: Robert Lopuski

Additional editor/motion designer: Scott Stirling

(through The Editors suites)

Daniel de Vue: Grade

Alt.VFX: Online

 

Music & Sound

Concord Music Publishing: Music Licensing

Human Worldwide: Music & Sound Mix

 

Stills Production

Jo Duck: photographer




Please login with linkedin to comment

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]