Multinational e-commerce giant eBay has released its first work with 72andSunny Sydney, introducing a new brand positioning that celebrates its 18-year history and individualism.
This is the first big brand work from 72andSunny since its opened in Australia earlier this year.
The new ad features the bold colours and diversity 72andSunny is renowned for and encourages shoppers to break free from a sea of sameness.
In the 30-second TV spot, a range of bright shoes flash across the screen, cut with video of people dancing, surfing, playing sports, making music and camping.
It opens by asking viewers, “When did shopping get so beige?” over footage of bland boxes rolling down an assembly line in an Amazon-esque factory setting.
The campaign, Fill Your Cart with Colour, is based off the insight that 72% of Australians want a personalised interaction when shopping online. It aims to act as a rallying cry for the diverse Australian community of buyers and sellers to break free from conformity.
The ad is similar to one rolled out by 72andSunny Los Angeles in June for eBay, however some new material has been introduced for the Australian version.
Globally, 72andSunny won the eBay account back in March this year.
To create the brand platform, 72andSunny commissioned three directors to capture the uniqueness of eBay, following members of the eBay community to understand their diversity, personality and perspective.
The work takes a more international approach to recognise eBay's "tight-knit but global community" the company has fostered.
72andSunny Australia ECD Johnny Tan says: “We took a completely different production approach, collaborating with multiple directors to show real people, their passions, interests and hobbies, and how they express themselves through what they shop.”
EBay CMO Tim Mackinnon says the campaign couldn't come at a better time, with the upcoming arrival of Amazon.
“The timing couldn’t be better. With an 18 year history in Australia, we are now home to the largest base of connected commerce anywhere in the world,” Mackinnon says.
“Our key point of difference is the breadth of our unique and interesting inventory and the strength of our community, entirely powered by the people of Australia. Now, more than ever, eBay empowers shoppers to find exactly what they love and express who they are.”
The US version of the ad
Research also found one in five local shoppers are pledging to seek out smaller Australian sellers when shopping online, proving one-of-a-kind, personalised experiences are important to the consumers of today.
“At a time when the Australian retail sector is experiencing change, we are proud to celebrate our leadership in keeping Australian small business competitive, something that shines through in the campaign,” Mackinnon says.
The brand campaign, which made its TV debut last night, is the first phase. In the second phase of the campaign, eBay will be asking consumers nationwide to think again, directly challenging them with the question: “Did you check eBay?”.
This creative will roll out from 10 September onwards and will span television, online and cinema.
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