Moving-in mismatch helps eBay land fee-free message

THE STATUS QUO

The online marketplace is booming and a new wave of competitors are gaining marketshare. All of these don’t have sellers fees, so eBay abolished their  fees in the UK to bring them up to parity.

THE BRIEF

To announce the news and drive awareness with new and existing users of the platform.

THE IDEA

To ensure cut through and relatability, we leaned on comedy and a human truth so many of us can relate to: moving in with your partner for the first time and discovering your tastes are ‘slightly’ different. Tiger lamps aren't for everyone it seems. Even the Gogglebox cast thought so.

THE CHANNELS

Campaign platform, TV, VOD, OOH, Social, Display, CRM, website, experiential, partnerships, influencer

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THE RESULTS

22% lift in association of eBay with free selling in one month

34% ad regonnition (vs 24% industry norm)