eBay – Advertising 2.0
In France eBay wanted to launch a TV advertising campaign, but how do you advertise something that sells almost nothing. They wanted to promote the message eBay c’est vous (’you are eBay’) and with their agency BETC EuroRSCG, they came up with a very smart idea consistent with their brand and offering. eBay vendors could buy space within the advert to promote the products that they usually sell through the online auction platform.The campaign auctioned advert space in ten separate categories (female fashion, music instruments etc) and the winning seller had their products featured in the ad.
It’s a clever idea, and a way of bringing elements of eBay’s online concept to their offline advertising. You can see more details of the background to the eBay c’est vous campaign in the video below.
FreshNetworks Blog » Blog Archive » The £6.50 Doritos ad:
[...] going on. As we’ve seen with Honda in the UK (see post here) and eBay in France (see post here) there are some great things being experimented with. In all of these instances what brands are [...]
19 June 2008, 4:38 pm