Marking its first TV advertising campaign since 2007, eBay’s
“your shopping universe” campaign showcases the
marketplace’s top-selling new products.
The ad, which went live in early March, uses the tag line
“eBay: your shopping universe” to convey how eBay is
now a one-stop destination where consumers can find everything
from new laptops and smartphones to high street fashion and items
for the home and garden. Globally, more than 60 per cent of sales
on eBay are of new items bought at a fixed price rather than via
an auction.
Alex Von Schirmeister, eBay vice president of marketing for
Europe, said in a statement, “In the past few years, eBay
has changed. We want to say to people that love shopping and
like to have a wide choice and great prices, ‘come and take
another look at eBay’. The new retail merchandise is there
alongside vintage, hard-to-find and second-hand items which we
know our customers love to browse and shop too.”
This is the first time eBay has used TV advertising in the UK
since 2007 when the message was “Buy it, sell it, love
it”. An outdoor and print campaign promoting the eBay
Fashion Outlet ran for the past two years during autumn and
winter.
The 20 and 30 second ads feature a young man travelling through a
succession of rooms picking up and trying on products, with each
room representing the most popular categories on eBay.co.uk for
new items. In the final shot of the ad, the man gets into a
vintage VW convertible Beetle from the 1970s, to demonstrate how
eBay is still somewhere to find rare and hard-to-find
items.
The new campaign runs on TV from 1st March until the end of the
month, appearing on all major channels during peak time viewing,
launching with spots in Location, Location, Location on Channel
4, The Mentalist on 5*, and Criminal Minds on Sky Living. Digital
advertising will go live on the same day, including video-rich
formats, present across a wide range of broadcast and news sites.
The campaign was developed by DDB Tribal in Germany, with Carat
responsible for media buying. Essence is running the digital
element of the campaign.
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