72andSunny launch first brand work in Australia with eBay’s latest campaign
eBay has released its new brand campaign in the first work from 72andSunny Australia.
Two 15-second videos have been created using viral memes with a voice over asking ‘Did you check eBay?’
A 30-second commercial has also been created which shows people opening their eBay purchases, playing sport, playing the drums and asking “When did shopping get so beige?”
72andSunny launched its first office in Sydney in March, winning the eBay business two months later.
Based on research conducted by PureProfile, eBay found 72% of Australians want a personalised interaction whilst shopping online.
This research resulted in the online marketplace choosing ‘Fill Your Cart with Colour’ as the slogan for its campaign.
Tim MacKinnon, chief marketing officer at eBay, told Mumbrella: “The campaign celebrates our key point of difference; for us colour is about the breadth of our unique and interesting inventory and the strength of our colourful community, entirely powered by the people of Australia.
“Fill Your Cart with Colour empowers shoppers to find their version of perfect and break free from conformity, creative executions will showcase this in all forms.
“We’d love for Australians to see the campaign and feel empowered to express themselves and break apart from the bland. Whatever their passion, hobby or interest, we want Aussies to be who they are and to be proud of it. And we hope ‘But Did You Check eBay’ becomes part of the vernacular.
“Fill Your Cart with Colour celebrates the things that makes us unique. From the sneaker collector to small business seller, Fill Your Cart with Colour showcases the diversity of not only eBay buyers, but the thousands of small business sellers and the 1.1billion new and unique products available globally on the site,” MacKinnon said.
When asked how eBay felt about rival Amazon launching into the Australian market, MacKinnon said “competition is healthy”.
“When I speak to small businesses and retailers, they are worried about the way Amazon might compete with them if they sell on the platform. eBay is a true marketplace, we don’t succeed unless our sellers succeed. We will continue to grow the 40,000 Australian small businesses on our platform.”
The campaign is set to run across TV, cinema, out-of-home, social and digital.
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I wonder what the legalities are with reusing memes like this? Just curious, as we have always avoided similar posts on brand channels due to legal department concerns.
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Hey Al – these memes were licensed for use in the campaign.
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Awesome – thank you!
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