The team started with TV and cinema where each spot highlighted different insights into the mind of passionate shoppers across each vertical and how they can use eBay to instantly buy the items they crave.
To connect to the on-the-go audience, the team created a multi-format OOH campaign in four key eBay markets. The OOH mix included high frequency street-level media, high impact large-scale landmark inventory, and adjacencies next to key shopping districts. The creative reminded consumers that they could use eBay mobile to shop an enormous selection of fashion, electronics and auto parts anytime and anywhere.
And just in time for the holiday season, the agency created the eBay Give-a-Toy Store. Interactive storefronts in San Francisco and New York allowed holiday shoppers to donate a toy to Toys for Tots using the eBay mobile app to engage in the experience. Visitors to eBay.com and eBay’s Facebook page could also contribute to the charity.
Markets: Chicago, Los Angeles, New York, San Francisco
Flighting Dates: October 17-December 31, 2011
Out of Home Formats: Each market distributed a combined 75 showing that targeted shoppers in high traffic shopping and commuter environments with impact bulletins, wallscapes, transit shelters, phone & street kiosks, subway station dioramas & dominations and interactive storefronts. The Give-a-Toy Store went live and began accepting mobile donations on November 1, 2011.
The OOH elements reinforced the immediacy of shopping on eBay, showcasing new items and eBay’s mobile solution front-and-center. To illustrate the ease of use in the mobile platform, executions included QR codes, bar codes and mobile apps, allowing consumers to shop for products on the spot. More importantly, OOH served as a brand reminder in high volume growth markets.