Get in Touch

“It’s eBay’s 21st Christmas, and as a brand we’ve evolved tremendously over the past two decades” / Gareth Jones

by on November 14, 2016 in Latest News, Lead Article, Lead story, News you can use, Nuggets, Retail News

“It’s eBay’s 21st Christmas, and as a brand we’ve evolved tremendously over the past two decades”  /  Gareth Jones

eBay.co.uk have announced the launch of its 2016 Christmas campaign – delivering the ultimate shop for the festive season.

The integrated campaign is led by a national television advertisement launching this weekend. Together with the vision of director Nick Gordon (whose credits include ads for MoneySupermarket and John Smith’s), the ad offers a fly on the wall perspective of a familiar disco scene – with scenarios brought right up to date for the UK in 2016.

Celebrating a diverse range of characters, it explores how eBay’s product range allows every individual to express themselves.

Senior Director of Marketing for eBay in the UK Gareth Jones said:

‘It’s eBay’s 21st Christmas, and as a brand we’ve evolved tremendously over the past two decades.

‘Our campaign helps customers to understand the eBay of today and bring perceptions right up to date – 80% of products sold on eBay are new. Across the media mix we have called out a number of functional messages around value, range, service.

‘With over one billion items for sale worldwide, you really can find your version of perfect on eBay – and our ultimate shop brings that to life.’

eBay.co.uk’s broader festive campaign positions the brand as the ultimate shop that has an offering for every individual, no matter how hard they are to buy for.

Featured activations include The Ultimate ‘she didn’t even know she wanted it’ Shop and The Ultimate ‘gifts for the man who wants to get ship shape’ Shop.

The marketing mix supports messaging in line with the breadth of eBay’s offering popular with customers:

Refurbished technology to bring the most wanted brands for less

Local buying – for last minute purchases in your neighbourhood

Gifting for even the most hard-to-buy for from one billion listed items

Curve fashion for breadth of range

Decorations and party items for home celebration

The campaign spans a broad mix of channels including:

  • Television
  • Radio
  • Video on Demand / Online Video
  • Social
  • Digital
  • PR
  • Partnerships BuzzFeed / Bauer

Pietro Tramontin, DDBEurope, said:

‘We’re very proud to be collaborating with eBay UK for their UK Christmas campaign which really brings to life this spirited and unique brand in such an authentic and terrifically engaging way.

‘The eBay UK team have been creatively ambitious partners in helping realise a very British take on a Christmas truth in a way that really dramatizes the range of new, used and hard to find products that we all rely on eBay for.’

Print article