Grays launches biggest campaign to date with Entropico and Bounce Creative
Grays has launched its biggest campaign to date, rolling out the tagline ‘It pays to sell with Grays’ across a series of ads driven by catchy jingles.
The omni-channel campaign, delivered in conjunction with Bounce Creative and Entropico, uses the pain points of selling big-ticket items to promise a better experience with Grays.
The campaign was born from almost 800 pieces of customer research and focus groups, in addition to extensive testing of several concepts in the market. Head of marketing and ecommerce, Natalie Ashes, said the platform has seen an increase in use during COVID-19.
“The vendor acquisition campaign aims to highlight not only how easy it is to list items on Grays but the power of the marketplace in getting a great price,” said Ashes.
“Due to COVID-19 we have seen an increase in people wanting to sell to free up cash, and the Grays marketplace of 3 million Australians is a great way to do this.
“We spoke with customers all along the way when crafting this campaign; their sentiment, feedback and reactions have been the basis for the idea. The conversion funnels have gone through three rounds of iterative testing and the tracking has been implemented across the website so we can accurately measure return on media spend.”
Entropico and Bounce Creative won the Grays pitch earlier this year after coming in with an integrated strategy, production, and media approach. Entropico director Harry Hunter said the businesses challenge the conventional approach to the creative agency and production-house relationship.
“Rather than retrofitting a production methodology into a strategic and creative idea, the two were developed in parallel. This gave us a really strong and flexible platform that covers a lot of ground and could be rolled out across all channels from YouTube, Social, digital, right through to print and outdoor advertising,” said Hunter.
Joel Chapman, executive creative director of Bounce, said: “Even though the content is light-hearted, we wanted the executions to be built from real insights to connect with tensions that arise when listing items for sale online. Some of the lyrics were even crafted directly from customer sentiment!”
The new campaign launched on September 2, 2020 with the release of the boat content series, the first of many to follow over the coming months.
