• Loading…

eBay Integrated Campaign

Award: Graphite Pencil

Graphite Pencil / Integrated / Integrated Advertising / 2006

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.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again