How do we make eBay a destination for buying new, not auction items.
We re-aligned brand and marketing strategy by appealing to the emotive reward of buying new
on eBay – eBay shoppers feel clever buying new from eBay. You feel like a master of shopping, a better shopper. From this, we created the idea platform - Clever you. And we did it in a way that attacked offline shopping conventions.
eBay CEO said it was the most successful campaign we ever did. We did it with .0036% share
of voice. 3 years later in 2012, the strategy is still in market.
The idea was (critically) brought to life, disrupting traditional conventions of retailing and offline shopping behaviour, positioning eBay as the clever alternative. We used offline media (outdoor and radio) as a tangible and disruptive way to signal new, to drive behaviour. Supported by online, eDM, banner, eBay site