CHRISTMAS WRAP by Whybin\TBWA Sydney for Ebay

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CHRISTMAS WRAP

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Industry Website, Online Retail & E-stores
Media Promo & PR, Case study
Market Australia
Agency Whybin\TBWA Sydney
Executive Creative Director Garry Horner
Creative Director Matt Kemsley
Art Director David O'sullivan
Copywriter Srinath Mogeri
Producer Nicole Mclachlan
Account Supervisor Tabitha Hammond
Released December 2009

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: EBAY
Product/Service: ONLINE SHOPPING
Agency: WHYBIN\TBWA
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: WHYBIN\TBWA, Sydney, AUSTRALIA
Executive Creative Director: Garry Horner (Whybin\TBWA\TEQUILA)
Creative Director: Matt Kemsley (Whybin\TBWA\TEQUILA)
Art Director: David O'Sullivan (Whybin\TBWA\TEQUILA)
Copywriter: Srinath Mogeri (Whybin\TBWA\TEQUILA)
Account Supervisor: Tabitha Hammond (Whybin\TBWA\TEQUILA)
Producer: Nicole McLachlan (Whybin\TBWA\TEQUILA)
Media placement: Newspaper - Newspaper Front Cover Wrap - 15 December 2009

Results and Effectiveness
Because of the innovative use of media, the campaign not only achieved its objectives, but exceeded them. There was a 32% increase in traffic to eBay. This was the best result ever for a newspaper ad in Australia for eBay.

Creative Execution
We took a full-page wraparound in MX, Australia’s leading commuter daily, and turned the newspaper into wrapping paper by printing a special eBay gift paper pattern on it. We encouraged people to use it to wrap the bargains they got on eBay, thus ensuring they didn’t just engage with the ad, but took it with them. The inside pages of the wraparound contained a catalogue of products and prices for them to refer to.

Insights, Strategy & the Idea
Our objective was to drive traffic to eBay and increase its share of the Christmas gift shopping market. Our target audience was Christmas shoppers who’re brand conscious, but also price conscious as they were feeling the pinch from the global financial crisis. We wanted to tell them that eBaycould help them save money with bargains on top brands. Our insight was, during tough economic times, people are looking for ways to save on everything. So instead of just saying we’re going to help them save money, we actually set out to save them money. We believed this strategy would give us cut through in a cluttered market, while making the advertising more effective.