eBay recruits Aussies to sell their valuables in ‘The Pre-Loved Show’ via HERO + McCann
Hero + McCann and eBay have launched a new campaign called ‘The Pre-Loved Show’, encouraging everyday Aussie sellers to give life to their unwanted items through Australia’s most-visited shopping site.
The average Australian household has many valuable items that could be easily converted to sweet, sweet cash money on eBay. Even better, re-selling is made incredibly easy thanks to the effortless shipping options available on eBay.
‘The Pre-Loved Show’ takes the shape of a talk show starring a panel household items that have been sold on eBay – a PlayStation console, a KitchenAid mixer, a Zimmermann dress and some designer handbags. It also features a money-conscious host who is as keen to make a quick buck, as he is to conduct the interviews.
The integrated campaign launched nationally this week across multiple channels in partnership with Eight Productions. It will also include an extensive paid media strategy including TikTok in partnership with leading creators Swag on the Beat, Jezbreezy and Invest with Queenie.
Says Rebecca Newton, head of brand, loyalty and customer acquisition, eBay: “Australians may have thousands of dollars of unused valuables just waiting to be given a new lease on life and the best part is they don’t even need to leave their front door to do it. We hope this campaign inspires even more Australians to get involved.”
Says Josh Aitken, creative director, HERO + McCann: “This campaign is light-hearted and a bit off-beat – which we loved. ‘The Pre-Loved Show’ format lets us tell a bunch of eBay stories in a fun way.”
eBay Australia
Rebecca Newton – Head of Brand, Loyalty & Customer Acquisition
Thanh Nguyen – Brand Campaign Manager
Louisa Chu – Marketing Manager
Brooke Eichhorn – Head of Luxury and Consumer Selling at eBay Australia
Tania Bayat – C2C Marketing and Projects Coordinator
McCann
Creative: Ben Coulson, Josh Aitken, Willy Maitland
Production: Cinnamon Darvall, Melina Flood
Client Service: Emma Saville, Isabella Best
Design & Retouching: Michael Papageorgiou, Ross Goddard
Strategy: Roshni Hegerman, Lucy Gavan
Social edits: Nick Withford
Mediacom
Client Service: Katherine Pochroj, Rachel Andrada, Grace Lawrence, Olivia Gammie, Lynsey Mogridge, Emily Shanks, Tim Hull
Production Company: Eight
Director: Florence Noble
Producer: Nick Kelly
Editor: Ben Chesters
Sound: GrooveQ Studios
29 Comments
Is dead.
just no
Simples
New covid hobby?
Quirkiness won’t cover up the lack of idea and those static executions are proof
Spent years repositioning as a place to buy new, and now Amazon are spanking them they go back to “Sell your old stuff”.
Confused.
I see how this will work with punters
not today. this is cute and funny.
Did they lose eBay?
Leaves a cheap and nasty taste in my mouth. Not sure if that was the intended strategy, as to say you’ll get a bargain on the platform.
Came up well on socials.
This is comedy gold. Wish I thought of this idea. And those OOH are pure craft!
McCann
McCann + Hero
Hero + McCann
Hero
I can’t wait to get my $300 vaccination cheque so I can out it towards memory wiping in the hope I will never think of this again. Mercy mercy me.
One of those ideas that probably looked great in theory but, man, genuinely entertaining content is *really* hard to pull off, and on that front this is a total and utter swing and a miss.
Full marks for swinging for the fences, but the end result this time is a strike out.
a zero
No
Like legit lol-ed
Incomprehensible.
not funny
Just like the horror movie trope DDB and VW kicked a shitstorm off with a few weeks ago can we also let quirky game shows die?
6.5/10. Not brilliant, but not bad. And right in the zone that blog hacks like to fire up about.
I sold the most valuable asset I own when I joined advertising – my soul.
Selling your soul is not an incidental by-product, it’s a requirement.
If the host interviewed “pre-loved” sex toys, like buttplugs and gimp masks.
nope
Me too. At least I was reimbursed with a lifetime supply of anxiety though.
There are about a dozen of these spots, many are funnier than the one linked here. Overall it’s a good hard working campaign. Nicely done.
Well done Josh and Ben. You are pioneering this brand and know these ads are the way forward, despite others telling you it’s not funny or on brand. Stick to your guns guys.