A little competition never hurt nobody

By Gemma Browne

With the foreboding reality that Amazon is making its way to the Australian market, eBay is preparing for the wave of competition with a proactive marketing campaign.

The ‘Fill Your Cart with Colour’ campaign celebrates the way Australians shop and “encourages shoppers to embrace the unique personalised experience of eBay.com.au against a sea of similar ‘beige’ online marketplaces.”

“At the heart of eBay is a colourful and dynamic community, who turn to the marketplace to express their individuality through the way they shop. Our new brand positioning tells this story and is a reflection of the tight-knit, yet global community eBay has fostered,” said Tim Mackinnon, chief marketing officer at eBay.

The campaign will incorporate TV, cinema, OOH, display and digital advertising and social media.

See more of the campaign here!

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