The TV campaign we developed for eBay is innovative, but is built around a very simple idea: we put the eBay users at the heart of our communication. The campaign showed how the diversity, intensity and originality of the eBay experience is rooted in a human community – behind every item on sale on eBay, there is a person. By putting faces on virtual eBay pseudonyms on national TV, we took eBay out of the internet and into people’s everyday lives. We also addressed a major concern of non-eBay users: a wariness of virtual identities and items.
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