eBay launches UK 'Your Shopping Universe' campaign
First TV advertising since 2007 will celebrate eBay’s wide selection of top-selling brand new products
eBay, the leading online marketplace, has announced it is launching a new UK TV advertising campaign that will go live tomorrow, which highlights the incredible selection of new products available on eBay.
The campaign uses the tag line ‘eBay: your shopping universe’ to convey how eBay is now a one-stop destination where you can find everything from new laptops and smartphones to high street fashion and items for the home and garden. There are over 30 million items available on the UK site at any one time.
Globally over 60 per cent of sales on eBay are of new items bought at a fixed price rather than via an auction. The UK is one of eBay’s fastest growing markets attracting more active users in 2011 than anywhere else, and 17 million Britons regularly shop on the site.
Alex Von Schirmeister, Vice-President of Marketing for Europe, eBay said:
“In the past few years, eBay has changed. It’s now a destination to buy the latest laptops and smartphones, high street fashion, even brand new car parts. We want to say to people that love shopping, and like to have a wide choice and great prices, ‘come and take another look at eBay’. The selection people will find on eBay is truly unique. The new retail merchandise is there alongside vintage, hard-to-find and second-hand items which we know our customers love to browse and shop too.”
“Unlike other e-commerce players, we partner with leading brands but never compete with them. By opening an eBay store – as over 100 high street brands have – retailers now use eBay as part of their sales strategy.”
“It’s an exciting time for eBay in the UK as the business growth continues to outpace e-commerce. The investment in this campaign will ensure that our retail partners, as well as the 180,000 smaller business sellers on our site continue to enjoy strong growth opportunities. We would like to thank all our customers – shoppers and sellers alike – for making eBay the fun place it is to shop today. ”
This is the first time eBay has used TV advertising in the UK since 2007 when the message was ‘Buy it, sell it, love it’, celebrating the value and selection available on the site. An outdoor and print campaign promoting the eBay Fashion Outlet ran for the past two years during autumn and winter.
The 20 and 30 second ads feature a young man travelling through a succession of rooms picking up and trying on products, with each room representing the most popular categories on eBay.co.uk for new items. In the final shot of the ad, the man gets in to a vintage VW convertible Beetle from the 1970s, to demonstrate how eBay is still somewhere to find rare and hard-to-find items. There are typically around 1,000 listings for ‘convertible Beetle’ on eBay.co.uk at any one time.
The new campaign will run on TV from 1 March until the end of the month, appearing on all major channels during peak time viewing, launching with spots in Location, Location, Location on Channel 4, The Mentalist on 5*, and Criminal Minds on Sky Living. Digital advertising will go live on the same day, including video-rich formats, present across a wide range of broadcast and news sites. The campaign was developed by DDB Tribal in Germany, with Carat responsible for media buying. Essence is running the digital element of the campaign.
The soundtrack for the TV ad is Donovan’s ‘Sunshine Superman’.
Notes to Editors:
•Founded in 1999, eBay.co.uk is the UK’s largest online shopping destination, providing a platform for over 17m unique visitors per month to buy and sell new, unique and used items in a fun and easy way.
•eBay has around 30 million live listings on the UK site, with fixed price goods accounting for the majority (61%) of items sold globally.
•Sellers of all sizes, including 180,000 registered businesses and over 100 well-known brands and retailers use eBay.co.uk to reach the UK’s largest online shopping audience.
•The eBay fashion Outlet sells products from over 30 high street brands at up to 70% off the recommended retail price.
•Over 4.5m shoppers regularly look for Clothing, Shoes and Accessories on eBay.co.uk.
•eBay.co.uk is owned by eBay Inc, which has expanded to include a range of brands that help consumers find and purchase the goods they want including eBay, PayPal, Shopping.com, RedLaser, Milo and others.
eBay mobile facts
•eBay mobile applications are available in more than 190 countries and eight languages.
•eBay mobile apps have been downloaded over 60 million times globally
•Globally an item is purchased every second using the eBay app.
For more information contact:
eBay Press Office
t:0208 6100 111