Goodby Silverstein & Partners is launching the first ever global campaign for eBay, entitled “Shop the World.”
As you may remember, eBay began searching for an agency to help revamp its image earlier this year, settling on Goodby Silverstein & Partners to handle creative and WPP’s MediaCom for media in July. This campaign, which launches on October 13th, timed to coincide with a revamped homepage, is based on an idea the agency pitched during the review.
A 60-second television spot (featured above) will launch Monday, with social components rolling out just prior to that. The spot entices viewers to “shop the world,” reminding them that, through eBay, anything they see from women’s running shoes to guitars is “instantly shopable” by zooming in on purchasable items with a white box. Items featured in the ad will also run as part of the revamped homepage’s curated “Collections” section.
“We’ve never gone out to the customer with one single message at the same time. All of the creative across markets is the same creative concept, the same key message,” eBay CMO Richelle Parham told AdAge. “This is the tightest connection [we've had] from marketing efforts to the product experience.”