The campaign, created by the Venables Bell & Partners ad agency, kicks off what eBay says will be its largest mobile shopping season ever. Called
“When it’s on your mind, it’s on eBay,” the campaign directly address “on-demand shopper.”
“eBay’s target customers are shopping enthusiasts – people who are passionate about shopping, whenever and wherever the moment of inspiration strikes,” said Richelle Parham, chief marketing officer, eBay North America. “Shopping enthusiasts are heavy online users with a particular affinity for mobile shopping, and this campaign extends eBay’s powerful brand to reach them at the moment they want to shop.”
Tapping into the ‘Buy Now’ Mobile Commerce Shoppers
Three chief shopping targets are part of the campaign: fashion, motors and electronics. Shopping enthusiasts use mobile devices to shop more than any other category of shopper, eBay says. About 60% of fashion enthusiasts and 65% of electronics enthusiasts own smart phones, compared to less than 30% of the general public.
“When the company that revolutionized how people shop asks you to do something big and new, you get excited,” said Paul Venables, founder and executive creative director at Venables Bell & Partners. “For this campaign, we tapped into the psyche of passionate shoppers and then demonstrated why eBay is the answer.”
Using the simple call to action, “Buy it new. Buy it now,” the campaign reinforces the eBay shopping experience: 62% of the more than 200 million live listings at any given time are fixed price and 70% are new products.
Mobile sales on eBay are expected to exceed $4 billion by the end of 2011, and eBay’s suite of mobile applications have been downloaded nearly 50 million times, with one purchase made every second through mobile, showing a strong demand for shopping on the go. In fact, a pair of shoes is sold on eBay every nine seconds and 2,000 cars are sold every week on eBay’s core iPhone apps.
The campaign includes destination six 30-second TV commercials that will appear on national cable network. The spots highlight that no matter where shoppers are and what they want to buy, eBay has it in stock.
To illustrate the ease of use and instant gratification eBay provides through its mobile apps, street-level outdoor executions of the ad campaign will use custom Quick Response (QR) codes that can be accessed using eBay’s RedLaser mobile scanning technology. This will allow consumers to shop for products on the spot, whether in a train station or outside a pedestrian shopping area; the various QR codes will lead to custom eBay landing pages featuring great shopping finds for all shopping enthusiasts.
The campaign is fully integrated, blending new and traditional channels including TV, outdoor display and social media. Outdoor displays ads will be seen in New York, Chicago, San Francisco and Los Angeles starting October 17.