eBay has launched a talk show. It’s fun, entertaining and taps into Australia’s newfound pastime joy – clearing out the junk at home (one of the decent things that Covid has triggered).
The Pre-Loved Show is the brainchild of HERO + McCann, and the campaign aims to encourage people to use eBay to give new life to their unwanted items – and make some welcome cash at the same time. It also allows eBay to point out its advantages such as effortless shipping options. Aussie humour and a popular TV show formula (with all the glitz) combine to draw attention and start conversations, in a production series by Eight productions, directed by Florence Noble.
The talk show stars a panel of household items that have been sold on eBay – a PlayStation console, a KitchenAid mixer, a Zimmermann dress and some designer handbags – plus a money-conscious host who is as keen to make a quick buck, as he is to conduct the interviews.
HERO + McCann creative director, Josh Aitken, noted, “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.”
The Pre-Loved Show is running across multiple channels and the full campaign includes an extensive paid media strategy, including TikTok in partnership with leading creators, Swag on the Beat, Jezbreezy and Invest with Queenie.
Rebecca Newton, eBay’s head of brand, loyalty & customer acquisition, commented, “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.”
Credits:
Client: Bay Australia
Head of Brand, Loyalty & Customer Acquisition: Rebecca Newton
Brand Campaign Manager: Thanh Nguyen
Marketing Manager: Louisa Chu
Head of Luxury and Consumer Selling at eBay Australia: Brooke Eichhorn
C2C Marketing and Projects Coordinator: Tania Bayat
Agency: 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
Production Company: Eight Productions
Director: Florence Noble
Producer: Nick Kelly
Editor: Ben Chesters
Media Agency: Mediacom
Client Service: Katherine Pochroj, Rachel Andrada, Grace Lawrence, Olivia Gammie, Lynsey Mogridge, Emily Shanks & Tim Hull
Sound: GrooveQ Studios
