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.