eBay interviews pre-loved items on talk show via McCann
Hero + McCann has launched a new campaign for eBay, ‘The Pre-Loved Show’.
The campaign features a talk show host interviewing items that were sold on eBay.
In one of the 30 second spots, the talk show host asks a Zimmerman dress about its experience being sold on eBay, mentioning that the dress was picked up at home.
Interviewees also include a Playstation console, a KitchenAid mixer, and designer handbags.
In another spot, the host cracks jokes as the items chip in with reasons to sell on eBay.
Rebecca Newton, eBay’s head of brand, loyalty & customer acquisition said: “Australians may have thousands of dollars of unused valuables just waiting to be given a new lease on life and the best part is they don’t even need to leave their front door to do it. We hope this campaign inspires even more Australians to get involved.”
Josh Aitken, creative director at Hero + McCann, said: “This campaign is light-hearted and a bit off-beat – which we loved. ‘The Pre-Loved Show’ format lets us tell a bunch of eBay stories in a fun way.”
The paid media strategy includes partnerships with TikTok users Swag on the Beat (262.6k followers), Jezbreezy (200.9k followers), and Invest with Queenie (74.5k followers). The follower count is current at the time of publishing.
One of the campaign’s OOH assets
The integrated campaign will be run across multiple channels.
Hero and McCann have worked with eBay for 12 months, their first campaign together was eBay’s 2020 Christmas campaign.
Other recent work by McCann includes a State of Origin campaign for Menulog.
Credits:
eBay Australia
Rebecca Newton – Head of Brand, Loyalty & Customer Acquisition
Thanh Nguyen – Brand Campaign Manager
Louisa Chu – Marketing Manager
Brooke Eichhorn – Head of Luxury and Consumer Selling at eBay Australia
Tania Bayat – C2C Marketing and Projects Coordinator
McCann
Creative: Ben Coulson, Josh Aitken, Willy Maitland
Production: Cinnamon Darvall, Melina Flood
Client Service: Emma Saville, Isabella Best
Design & Retouching: Michael Papageorgiou, Ross Goddard
Strategy: Roshni Hegerman, Lucy Gavan
Social edits: Nick Withford
Mediacom
Client Service: Katherine Pochroj, Rachel Andrada, Grace Lawrence, Olivia Gammie, Lynsey
Mogridge, Emily Shanks, Tim Hull
Eight Productions
Director: Florence Noble
Producer: Nick Kelly
Editor: Ben Chesters
Sound: GrooveQ Studios
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topics
eBay
hero
Hero + McCann
Invest with Queenie
Jezbreezy
Josh Aitken
McCann
Rebecca Newton
Swag on the Beat
