Moved to eBay
Our "Moved to eBay" campaign has now started.
The goal of this campaign is to catch bargain hunters in the middle of their act.
At the height of the Sales period in Belgium, we place huge stickers on the windows of the empty shops in the most busy shopping streets of all big Belgian cities.
The effect is astonishing.
People look at disbelief when they see this enormous banner.
"Did this shop really close down and move to eBay?
Surely, these guys from eBay are making an outrageous claim here, - is that not illegal by the way?!"
Of course we are making a statement here that nobody beliefs, and that is exactly the point.
The "Moved to eBay" campaign is part of a four month Brand Campaign. Basically I invited 5 agencies to compete for the following idea: bring the eBay brand closer to the Belgium people and capture 'mind share', 'heart share' and ultimately 'click share' (hey, we are an online community, so clicks count). Finally, after 3 months of intense brainstorming, budgeting and planning, we are now working with the Mortierbrigade to create some real buzz on the Belgian market.
Let me tell you, Rome was not built in one day, and so was this Brand Campaign. With the overall campaign we want to facilitate eBay members in making their first bid on eBay, by bringing down any mental barriers that still exists. We also want to encourage people to put something for sale for the first time on eBay. I am really excited that the results that we have for now truly exceed our own (high!) expectations (plenty of space to discuss that in later blogs), but we are only halfway.
Up until now we have covered only a piece of the '360 degree' campaign that touches you everywhere from offline to onsite (eBay) to our online marketing partners. With 'Moved to eBay', we use a combination of guerilla marketing and word-of-mouth, as we give eBay a place in the mind of the Belgians by communicating in their natural habitat (aren't we all bargain hunters, after all). As you can imagine, everybody in our marketing team is excited to be involved in some part of the overal brand campaign, like Caroline who is managing the execution of the 'Moved to eBay' idea, with much success.
Ok, more background to follow. The goal of this blog is to share my enthusiasm for brand management with you and let you discover how we bring our passion for the eBay brand and community to Belgian people. Don't expect to discover the marketing recipes of the eBay kitchen in this blog, but enjoy the marketing buzz buffet nevertheless. I truly believe that we develop, implement and improve the best practices of the so-called Marketing 2.0, -or at least that's what I'm aiming for-, so if you want to know what the Procter & Gamble of the 21st century is cooking up (in terms of being marketing innovators), this is your place.
The goal of this campaign is to catch bargain hunters in the middle of their act.
At the height of the Sales period in Belgium, we place huge stickers on the windows of the empty shops in the most busy shopping streets of all big Belgian cities.
The effect is astonishing.
People look at disbelief when they see this enormous banner.
"Did this shop really close down and move to eBay?
Surely, these guys from eBay are making an outrageous claim here, - is that not illegal by the way?!"
Of course we are making a statement here that nobody beliefs, and that is exactly the point.
The "Moved to eBay" campaign is part of a four month Brand Campaign. Basically I invited 5 agencies to compete for the following idea: bring the eBay brand closer to the Belgium people and capture 'mind share', 'heart share' and ultimately 'click share' (hey, we are an online community, so clicks count). Finally, after 3 months of intense brainstorming, budgeting and planning, we are now working with the Mortierbrigade to create some real buzz on the Belgian market.
Let me tell you, Rome was not built in one day, and so was this Brand Campaign. With the overall campaign we want to facilitate eBay members in making their first bid on eBay, by bringing down any mental barriers that still exists. We also want to encourage people to put something for sale for the first time on eBay. I am really excited that the results that we have for now truly exceed our own (high!) expectations (plenty of space to discuss that in later blogs), but we are only halfway.
Up until now we have covered only a piece of the '360 degree' campaign that touches you everywhere from offline to onsite (eBay) to our online marketing partners. With 'Moved to eBay', we use a combination of guerilla marketing and word-of-mouth, as we give eBay a place in the mind of the Belgians by communicating in their natural habitat (aren't we all bargain hunters, after all). As you can imagine, everybody in our marketing team is excited to be involved in some part of the overal brand campaign, like Caroline who is managing the execution of the 'Moved to eBay' idea, with much success.
Ok, more background to follow. The goal of this blog is to share my enthusiasm for brand management with you and let you discover how we bring our passion for the eBay brand and community to Belgian people. Don't expect to discover the marketing recipes of the eBay kitchen in this blog, but enjoy the marketing buzz buffet nevertheless. I truly believe that we develop, implement and improve the best practices of the so-called Marketing 2.0, -or at least that's what I'm aiming for-, so if you want to know what the Procter & Gamble of the 21st century is cooking up (in terms of being marketing innovators), this is your place.
posted by Adriaan at 8:55 AM
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