eBay Wants You to 'Fill Your Cart With Colour' with New Brand Platform
eBay is launching a new brand platform and shopping experience to encourage shoppers to break away from “beige” conformity and live more colourfully. A new study conducted by eBay found that two in five Brits express themselves through the items they buy. They shop for their passions and interests on average four times a month, spending up to £1,217,1 on expressing themselves through their homes, gardens and hobbies. 'Fill Your Cart With Colour' is a rallying cry developed with eBay’s global creative agency, 72andSunny Amsterdam, celebrating individuality and self-expression and highlights all the ways eBay enables you to shop more vibrantly.
'Fill Your Cart With Colour' kicks off in the UK with a new 40-second anthem TV commercial, establishing the narrative that eBay empowers people to find exactly what they love, in order to express who they are. The advert highlights incredible selection from across eBay categories, ranging from baking to cycling, music to fashion, and shows just a few of the ways shoppers can find items that are perfect for them.
The anthem spot will be followed by 30-second adverts around baking, cycling and music, which feature dynamic eBay shoppers - Master patissier and chef, Eric Lanlard, endurance cyclist, Laura Scott, and musician and sneaker fanatic, James Massiah living their passions.
“The diversity and vibrancy of our marketplace, with its incredible product selection and seller community, has always catered to the individuality of our shoppers and their desire to express themselves. 'Fill Your Cart With Colour' brings that message vividly to life. In addition to creating a more personalised marketplace experience for our shoppers, we are celebrating their passions and telling their stories as part of our brand narrative, which is conveyed across a campaign spanning TV, digital, social and experiential,” said Gareth Jones, eBay’s Senior Director of Marketing.
eBay’s new brand platform will also live across its marketplace with an enhanced personalised shopping experience. The homepage will now be responsive to each user’s interests and leverage Artificial Intelligence and Machine Learning technology to provide shoppers with tailored recommendations across all categories with each new site visit, and an inventory mix that is unique to them. This activity is part of eBay’s ambitions to drive granular levels of personalisation across display, CRM and email marketing.
Nic Owen, partner and Managing Director, 72andSunny Amsterdam, said: "We love the rich quirk and uniqueness of the Great British Public and we love that only eBay's vast array of goods let them revel in their own passions in wondrous technicolour."
'Fill Your Cart With Colour' will come to life across TV, radio, cinema, digital and social. It will be integrated into radio content on Capital FM, through its existing sponsorship, as well as OOH with digital display and static billboards around the country. In addition, 30-second videos showcasing shopper passions will roll out across YouTube, Facebook and SnapChat, featuring real-life baking, cycling, music and fashion enthusiasts.
With more than 1.1 billion listings and 81% of all items sold brand new worldwide, eBay enables any shopper to find the perfect item to fuel their passions and fill their cart with colour.
