eBay Launches Integrated Advertising Campaign

11 Permanent link to eBay Launches Integrated Advertising Campaign for 2011 Holiday season eBay Launches Integrated Advertising Campaign for 2011 Holiday season

FEATURED POSTRichard Brewer-Hay / Wednesday, September 14th, 2011

eBay Launches Integrated Advertising Campaign for 2011 Holiday season

For the first time since 2009, eBay is coming to your television screen. The “When it’s on your mind, it’s on eBay” advertising campaign kicked off today with the first of six 30-second TV spots on national cable network shows including Top Gear, ESPN Sportscenter, The Daily Show, Top Chef and The Rachel Zoe Project. The spots emphasize the emergence of mobile helping consumers shop anywhere, anytime, whenever they want.

The campaign is focused on mobile shoppers and shopping enthusiasts. One of the key messages coming out of the spots I’ve seen is that they position eBay as the shopping destination for new items at buy-it-now prices.

I was fortunate enough to spend time earlier this week with members of the creative team at Venables Bell & Partners – the advertising firm responsible for creating the ads – and with Deirdre Findlay, Sr. Director eBay Consumer Marketing – to chat about the campaign in more detail. Look for the behind-the-scenes video with them over the next couple of days.

In addition to the TV spots, street-level outdoor environments will be created and will use custom QR codes that can be accessed using eBay’s RedLaser technology letting consumers shop for products on the spot. These will be seen in New York, Chicago, San Francisco and Los Angeles starting October 17.

In the meantime, enjoy the three spots I’ve included in this post.

Cheers,
RBH

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Sandi Garcia / September 14th, 2011 at 5:11 pm

I am so excited about the advertising campaign! I’ve been listing like crazy since eBay On Location last week to get ready. Major thanks to eBay for coming back to TV, they were away for too long. Let the selling begin!

Cindy / September 14th, 2011 at 6:02 pm

This is great news to see eBay back on Television. I was surprised it was only Cable TV. I look forward to the response from my customers.

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scott henshaw / September 14th, 2011 at 11:41 pm

Wow – those are great. Interesting, funny and I seem to watch them over and over laughing: “Pete’s wet patch” and “Toes like a sloth” are really funny. I can’t publicly comment on grandmas high cut jeans, but WOW! reminds me of Cindy Sorely… Kudos to eBay for pure brilliance. I have to go watch again!

Cindy Sorley / September 14th, 2011 at 11:47 pm

Okay, being the nerd I am… I loved the office one… I had to watch it over and over. I have to say that eBay caught the nerds, the young crowd and the spa crowd.. pretty much covers everyone but the truck driver on the road needing something and off course the ladies at book club talking about a book and them all going to their apps to buy right away… (my idea, use it if you want to)

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eBay Launches Integrated Advertising Campaign for 2011 Holiday season