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    ebay - how ebay sparked a digital xmas scott worked on this as part of the strategy leadership team at Leo Burnett, Sydney
eBay - Clever you
How eBay sparked Australia's first digital christmas
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% shareof 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