BRAND CAMPAIGN "EXACTLY YOURS"
"Exactly yours": Ebay wants to change the image. Many successful creations can become a curse in the long run. Then, if the campaign was so good that it is still in the minds of the target group, but the brand orientation is now different. Ebay is just starting the next attempt to get rid of the auction house image in the head of consumers. "Exactly yours" is the new campaign platform.
The claim is intended to express the fact that Ebay can offer exactly what the search - whether commercial or private, new or used, in the auction or by means of immediate purchase, due to the offered product variety for each user. Just the point of buying directly from dealers and manufacturers is actually a lupenreine e-commerce function, which has nothing to do with the auctioning concept. In many people, the idea of the auction is still in the mind. The campaign is basically aiming to show the diversity of people and needs and "just that eBay can provide the perfect product for each individual".
The campaign initially focuses purely on brand and was shot with laymen, partly in their apartments. Out-of-Home starts with Christmas lights and megaposters. Radio, social media, online video and display advertising are also used in the first German campaign based on the new brand strategy. The repositioning goal is not really new: already "Mein Ein für Alles" should lead away from the auction house image in 2011.
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