Here is part 2 of my behind-the-scenes conversations with folks regarding our new integrated advertising campaign that kicked off this week on U.S. National TV. I was fortunate enough to visit members of the creative team at Venables Bell & Partners – the advertising firm responsible for creating the ads – up in San Francisco earlier this week.
In addition to capturing some of their “creative walls” where I could see the journey that the ad campaign had taken, I also interviewed two of the creative directors for the campaign. Here is our resulting conversation…
Part 2: A Conversation with Venables Bell & Partners
We kicked off our integrated advertising campaign yesterday and, as promised, I sat down with a few folks instrumental in making it all happen. Up first is Deirdre Findley, Sr. Director of Consumer Marketing for eBay, who sat down with me to chat about the campaign in greater detail and how it differs from previous marketing efforts.
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.
