Focused heavily on the 18- to 24-year-old youth market, the campaign revolves around the 'World for sale' concept, which aligns itself with eBay's core positioning as a provider of unique and abundant goods. M&C Saatchi Greater China MD Janice Chan said the agency's consumer focus groups found that young adults wanted unique and unusual products such as vintage toys and limited edition furniture -- specific features of several of the creative executions.
Semi-interactive in nature, consumers can cut out pages of items listed for sale in magazines and newspapers, to remind themselves of what they missed out on. On the OOH side, the 'Furniture' execution consists of a house-scene painted on a wall at MTR stations, and includes seats which members of the public can rest on, essentially becoming part of the display. It also includes the creation of an eBay meeting point at the Mong Kok MTR station, where buyers and sellers can exchange their goods.
"There's a very big dimension of the brand which is about having fun, so we want people to have fun and interact with the brand in a different way than they would with traditional 2D advertising," said Chan, adding that the campaign will run for the next few months.