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EcommerceBytes-NewsFlash, Number 1622 - September 17, 2007 - ISSN 1539-5065    2 of 4

eBay's Fall Campaign Includes TV Ads

By Ina Steiner
September 17, 2007

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eBay launched its new Fall advertising campaign on Friday featuring the slogan, "it's better when you win it!" The integrated brand campaign called "Shop Victoriously" features television, Internet and movie-theatre advertising; branded entertainment; relationship marketing; and public relations.

eBay said it got the idea for the campaign from feedback from users, who said "what sets eBay apart for them from other shopping destinations is winning and the entertainment value they get from the experience," according to an eBay press release.

eBay had launched a teaser campaign over the summer in support of the "Shop Victoriously" campaign that introduced "windorphins" - the euphoric feeling one gets from winning - in outdoor advertising that appeared in New York City, San Francisco, Chicago, Los Angeles, and Boston.

The TV spots, meant to be humorous, tweak the notion of everyday competitions where average people compete for an unexpected object. In one scenario, "Dog Race," the spot opens at a typical greyhound race track. Instead of dogs, eBay users enter the starting gate and chase, not a mechanical rabbit, but a vintage 1950s clock radio. In another, "Fox Hunt," the mounted hunters are regular folks galloping through the idyllic countryside to capture a vintage lunch box.

The new TV commercials were created for eBay by its advertising agency of record, BBDO New York and broke nationally on NBC on September 16 during Sunday night football, with the integrated campaign following on September 17.

"The campaign will air on a mix of primetime shows, sports and game shows; places where people are naturally winning," said Gary Briggs, chief marketing officer at eBay.

A new microsite, Shopvictoriously.ebay.com, will launch with prominent placement on the eBay home page in early October. Shopvictoriously.ebay.com will provide entertaining original content including "The Winner's Guide to Winning Everything," starring comedians Andy Richter and Paul F. Tompkins. The series, created by CAA Marketing, a division of Creative Artists Agency, follows Richter and Tompkins as they travel in a Winnebago to ten west coast cities to spread the word about what it means to be a winner. The site will also include features such as news feeds about big wins on the site and promotions that prompt user-generated video content.

eBay's press release announcing the campaign had this to say about changes eBay is making to its website: The campaign launch coincides with the beginning of a series of improvements and changes on eBay's Web site designed to make it even more fun to find and win what you want. These changes are being rolled out in stages and include a redesign of the eBay home page, as well as numerous other features that will be introduced in the coming months to improve the overall buyer experience.

eBay posted a link to a video of one of the television commercials on its Announcement Board.


About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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