Moving-in mismatch helps eBay land fee-free message
By JOAN
THE STATUS QUO
The online marketplace is booming and a new wave of competitors are gaining marketshare. All of these don’t have sellers fees, so eBay abolished their fees in the UK to bring them up to parity.
THE BRIEF
To announce the news and drive awareness with new and existing users of the platform.
THE IDEA
To ensure cut through and relatability, we leaned on comedy and a human truth so many of us can relate to: moving in with your partner for the first time and discovering your tastes are ‘slightly’ different. Tiger lamps aren't for everyone it seems. Even the Gogglebox cast thought so.
THE CHANNELS
Campaign platform, TV, VOD, OOH, Social, Display, CRM, website, experiential, partnerships, influencer
THE RESULTS
22% lift in association of eBay with free selling in one month
34% ad regonnition (vs 24% industry norm)