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.
Credits:
Agency:DDB Berlin
Gabriel Mattar -> Executive Creative Director, Alice Bottaro -> Creative Director, Hande Guler -> Creative Director, Jessica Philipp -> Senior Art Director, Karin Reineke -> Art Director, Mark Marcel Mueller -> Senior Copywriter, Felix Karges-> Copywriter, Bianca Dordea -> International Business Director Stefan Issel -> Account Director, Milica Otasevic -> Senior Account Manager, Andrea Bößenecker -> Head Producer Jürgen Joppen -> Senior Producer Photo: NU PROJECTS -> Production Company RJ Shaughnessy -> Photographer TV: Soup Film -> Production Company
Esteban -> Director
AGENCY EDIT
BRAND FILM 1
BRAND FILM 2
BRAND FILM 3
BRAND FILM 4
CHRISTMAS FILM
PRINT
CYBER WEEK BANNERS
OOH
