Trade Me Campaign Unites Buyers and Sellers Over Unique Listings

Trade Me has launched a new brand campaign celebrating the weird and wonderful listings on their iconic platform. The campaign, titled ‘There’s someone for everything’ was developed by Clemenger Group.

Launched during the All Blacks’ first game of the Rugby World Cup, the campaign kicked off with duel 30 second spots for Trade Me Motors and Trade Me Property and is now running across social and OOH.

In each, a buyer and seller describe an item being listed. Both use the exact same language as each other – with the only difference between them being the tone of voice they use. The seller speaks in muted tones and has clearly moved on from the item they are selling. The buyer talks excitedly, rapt to find the item on Trade Me.

Says Trade Me’s chief customer officer Regan Savage: “We love this new campaign because it captures the experience of buying and selling on Trade Me, with all the quirkiness of real life. The team have brought a really nice amount of humour to this work too, and it helps demonstrate Trade Me’s role as a very useful and fun part of Kiwis’ everyday lives”.

Says Colenso BBDO chief creative officer Levi Slavin: “I found my house, car, guitars, and children on Trade Me. I found my life on there. So, it has been a real honour to create a new portfolio of work for such an iconic Kiwi brand.”

The campaign was directed by Dave Wood via Goodoil Films, and marks the first work released with Clemenger Group agencies, Clemenger BBDO and Colenso BBDO, as the two Trade Me brands work together to further cement Trade Me as a place that has ‘someone for everything’.