Hero + McCann and eBay have launched a new campaign, The Pre-Loved Show, encouraging everyday Aussie sellers to give life to their unwanted items through Australia’s most-visited shopping site.
“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," eBay head of brand, loyalty and customer acquisition Rebecca Newton says.
"We hope this campaign inspires even more Australians to get involved.”
The Pre-Loved Show takes the shape of a talk show starring a panel household items that have been sold on eBay – a PlayStation console, a KitchenAid mixer, a Zimmermann dress and some designer handbags.
It also features a money-conscious host who is as keen to make a quick buck, as he is to conduct the interviews.
“This campaign is light-hearted and a bit off-beat – which we loved," Hero + McCann creative director Josh Aitken says.
"The Pre-Loved Show format lets us tell a bunch of eBay stories in a fun way.”
The integrated campaign launched nationally this week across multiple channels in partnership with Eight Productions.
It will also include an extensive paid media strategy including TikTok in partnership with creators Swag on the Beat, Jezbreezy and Invest with Queenie.
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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