Ebay 'Door to door' targets SMEs in Thailand

The online trading giant, which launched a Thai-language website in July, will target SMEs and entrepreneurs.

&C Saatchi Thailand was assigned the business after a pitch against Proximity, aided by previous work it had done in Singapore, Hong Kong and Taiwan, where eBay already has a local presence.

Running until January, the campaign aims to "aggressively acquire Thai traders and to encourage them to begin selling across borders", said an eBay spokesperson. Titled 'Door to door', the campaign will push the international trading opportunities on eBay. "This campaign highlights how Thai sellers can focus on exporting to buyers worldwide," said Amornpimol Thanakitamnuay, managing director, M&C Saatchi.

Campaign imagery shows Thai sellers offering products to buyers around the world. One execution shows a clothing retailer offering her wares in an Eskimo's igloo. Another features a Thai home furnishings salesman who appears in an American living room. Each execution carries the proposition: 'Products from your store right to the homes of 200 million registered users all over the world'.

As well as posters, ambient, direct marketing and online, brand activation initiatives will be deployed, including eBay Booths — stalls set up to advise traders how best to sell on eBay — in Bangkok's Jatujak weekend market, Siam Square and Suan Lum night bazaar.

Top categories that Thai sellers trade on eBay are clothing and accessories, jewelry, sporting goods, gems and watches. Every day, claims the company, a Thai eBay member sells a watch or item of jewellery every 27 seconds to buyers globally.

The first Thai eBay user registered in 1996.