eBay says ‘treat yourself’ in new ‘Hump Month Sale’ campaign via Havas Worldwide Sydney

It’s the second biggest moment in the retail calendar and eBay via Havas Worldwide Sydney, has taken a fresh and disruptive approach to the cluttered retail marketing environment, avoiding retail clichés and driving cut through.

Reaching the halfway point in anything is always a milestone and cause for celebration. In Australia, Hump Day has become a weekly ritual that celebrates the fact that we’re halfway to the weekend. A well-known phrase and celebrated time of the week, eBay has decided if Wednesday is Hump Day, then June must be Hump Month, and it’s time to ‘treat yourself’.

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To celebrate Hump Month, eBay, in collaboration with Havas Worldwide Sydney, have launched the Hump Month sale, an engaging and musical campaign.

The campaign features a charismatic soul singer character who serenades a family to “send themselves a present in the mail” – complete with a saxophone player, the playful content has been created to make shoppers smile through the end of financial year. eBay Facebook fans will also have the opportunity to interact with the character over the month of June – with video teasers and opportunities to win must-have products.

The content will run across radio, digital display, social media, mobile, out of home and digital video from today. It showcases eBay’s incredible selection from over 20 of the major brands that are now selling on Australia’s largest online marketplace.

Says Steve Brennen, senior director of marketing and advertising sales, eBay Australia: “We are really excited about the playful direction we took for this campaign. We want to provide Aussies with a reason to celebrate, and make the most of what can be seen as a cluttered time of year in the retail calendar – its winter and we all deserve an opportunity to spoil ourselves.”

Says Tim Green, executive creative director, Havas Worldwide Sydney: “This campaign is an opportunity to engage with consumers in a fun and joyful way during a period of time when people are craving some excitement. As online shopping becomes an increasingly common day-to-day activity, we wanted to give Aussies something digitally-driven to look forward to when they reach the middle of the year.”

Creative Agency: Havas Worldwide Sydney

Producer: Amy Dymond