eBay to Australians: ‘Shop When Inspiration Strikes’
By: Cicely Wedgeworth
M-commerce alert! eBay Australia is launching a three-month integrated marketing campaign to rally shoppers around downloading eBay’s app and using their mobiles to “shop when inspiration strikes.”
The campaign, which runs through July 7, aims to engage Australians as they commute to and from work, with messages on billboards at train stations, street furniture, bus interiors, ads in the free commuter newspaper mX, and mobile display advertising. This is complemented by mobile paid search and display advertising to capture people’s attention when they’re commuting, as well as ads on ebay.com.au, email marketing, PR, and content and promotions across eBay Australia’s social media properties, including facebook.com/eBay.com.au.
In developing the creative approach and selecting the channels and media strategy for commuters, the Australian team listened and responded to customers, said Suz Mitchell, head of Integrated Marketing.
“It’s been exciting to work with the entire marketing team to translate the ‘shop when inspiration strikes’ theme through all channels in a way that makes sense to customers, based on how they consume their media,” Mitchell said.