Ad Strat: eBay – Want it. Get it

21 May,2012

Sandhya Srinivasan, Chief Strategy Officer, Law & Kenneth

 

Name of the Campaign: eBay – Want it. Get it.

 

The Brief: eBay India is where you can buy a range of brand new products.

 

Research/Insights: 

Shopping, in reality, has a strong emotional narrative. While money is exchanged and tangible goods are purchased, it’s the intangible flight of the heart that makes shopping such an addiction. People don’t buy products & services. Their attempt is always to fulfill a desire or negate a worry. They want to get back to their waist 24′ jeans or look like the coolest dude in the mohalla and so on. Products they shop for are just means to an end. 

 

The thought process behind the creative:

To fulfill your wants and achieve your dreams, you will need a lot of things along the way. Whatever they are, you will get them on eBay India

 

Media vehicles chosen: TV, OOH, Digital, BTL [Cafe Coffee Day and PVR]

 

Key issues kept in mind while executing the ad:

eBay India offers great deals on the widest range of brand new products

 

Does the treatment do justice to the brief?

Yes it does. It puts the products in a life context, almost mirroring the unspoken desire that drives shopping. Makes it relevant in an easy, casual sort of way.

 

What according to you is the differentiating factor about the ad?

Every other brand in the eCommerce space is focused on discounts/deals and modus operandi of the category itself. eBay India’s focus, however, reinforces the role of eBay in every Indian’s life thereby lifting online shopping beyond the mandi/bazaar mentality to a life/lifestyle upgrader.

 

Market and client feedback:

eBay India has witnessed strong double-digit growth in overall traffic to the site as a result of this campaign

 

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