Everybody knows that weird, one-of-a-kind things are sold on eBay. The basis of the campaign was to show the extent of endless new items sold. This integrated campaign aimed to clarify that absolutely everything can be bought on eBay - and nothing sums up ‘everything’ better than the word ‘it’. If you can invent it, wear it, throw it, give it, break it, drive it, etc…you can get ‘it’ on eBay. First, a blind teaser spot planted the campaign seed to let people know that something called ‘it’ was coming. Viewers were directed to a website where several short films were shown, revealing nothing about the identity of ‘it’. Simultaneously, large ‘its’, in the form of giant posters, exhibited all over -- again, giving no indication of who was responsible for this strange campaign. Finally, brand spots began running and explained – ‘it’ was from eBay. Consumer and trade print advertising appeared. Once people associated ‘it’ with eBay, various, 15 second, categorically targeted television spots started airing. ‘It’ was on its way.
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