DDB's New Campaign for Trade Me Aims to Connect with Kiwis
On Sunday 10 July, Trade Me launched a new brand campaign, Life Lives Here, intended to highlight those slice-of-life moments that thousands of Kiwis experience through the site every day.
The campaign, produced by DDB following a successful pitch earlier this year, will be supported through TV, outdoor, digital and social channels.
For Trade Me, this new brand direction has been a long time in the making, driven by a desire to foster a stronger emotive connection with the brand among the legion of New Zealanders for whom it is an invaluable daily destination.
DDB Chief Creative Officer, Damon Stapleton, says the campaign serves to remind people of what they knew already, but had become inured to.
“Over the years, Trade Me has been a big part of hundreds of thousands of people’s lives. It’s where you found your new flat, your new house, your new job — maybe it’s where you found the suit you wore when you proposed to your wife,” Damon enthuses. “We want to celebrate these stories and show that life really does live here.”
Trade Me Marketing Director, Dan Ferguson, is thrilled with the new campaign and says it’s inspired by the diverse member stories which have been a key part of Trade Me’s success. “Working with the fantastic team at DDB, we wanted to remind Kiwis why they fell in love with Trade Me, and bring to life the idea that behind every trade there’s a story.”
Creative Agency: DDB Auckland
Copywriter: Christie Cooper
Art Director: James Connor
Executive Creative Director: Shane Bradnick
Chief Creative Officer: Damon Stapleton
Production Company: Goodoil Films
Executive Producer: Sam Long
Director: JH Beetge
DOP: Shelley Farthing-Dawe
Producer: Llew Griffiths
Production Designer: Guy Treadgold
Artist: Peter van der Fluit - Liquid Studios