eBay Australia is finding itself in a market that’s ever more competitive. Online shopping is growing rapidly. So the e-commerce platform has removed transaction fees for casual sellers to strengthen its position. 

Special is making that stand out with a campaign, All Sorts of Sellers, that also aims to deepen eBay’s connection with its most engaged communities.

The hero commercial is a (trend-aware) singalong country music tribute to the weird, wild and wonderful things in the world of seller passion points. It celebrates the diversity, joy, personality and enthusiasm that defines the platform’s community while communicating the zero-fee offer. 

The offer targets dedicated enthusiasts across categories such as trading cards, pre-loved fashion, collectables and more, and reinforces the platform’s ambition to become the go-to marketplace for passionate sellers. 

Zannie Abbott, head of marketing & communications at eBay, explained, “There are  billions of dollars’ worth of unused items in Australian homes1– making it free to sell is about unlocking that value and removing a key barrier to getting started. All Sorts of Sellers brings that to life in a way that’s broad, memorable and distinctly eBay – showing that anyone can be a seller, no matter what they’re into.”

Special Group creative director, Lea Egan, added, “The team did a brilliant job of taking a simple proof point and turning it into an utterly charming, unique and memorable song. Well, alright.”

The full campaign covers BVOD, radio, social, digital and D/OOH, and fits within eBay’s broader brand platform, Things People Love.

It signals a significant step forward in eBay’s Australia’s strategy – lowering barriers to entry, empowering sellers of all kinds, and inviting a new generation of Australians to turn what they love into something more.

Credits:
Client: eBay
Head of Marketing & Communications: Zannie Abbott
Senior Marketer: Lynsey Mogridge
Brand Campaign Manager: Rachel Andrada

Creative Agency: Special 
Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Managing Director: Tori Lopez
Strategy Partner: Dave Hartmann 
Group Creative Directors: Sian Binder & Lea Egan
Lead Creatives: Julia Spencer & Alex Antoniou
Team Lead: Kelly Larken
Business Director: Alexandra Keenan, Alicia Aguilera
Business Manager: Aisha Mingay
Strategy Director: Abbie Dubin-Rhodin
National Head Of Production: Tash Johnson
Senior Producer: Katherine Muir
Head of Stills: Nick Lilley
Head of Design: Adam Shear

Media: iProspect

Production Company: Finch
Director: Sam Hibbard
Managing Director: Corey Esse 
Executive Producer: Martin Box 
Producer: Catherine Anderson 
Production Manager: Sarah Marcuson 
Production Coordinator: Matilda Dickinson 
Director’s Assistant: Jed Simkins 
1st AD: Angus Bolles 
DOP: Jeremy Rouse 
1st AC: Nick Jackson 
Editor: Jack Hutchings
Colourist: Alina Bermingham
Flame Artist: Stu Cadzow
Executive Producer: Rita Gagliardi

Music Director & Composer: Cameron Bruce
Music & Sound Production: Sonar Music
Sonar Executive Producer: Sophie Haydon
Sonar Producer: Ellie Brandwood

Stills Production: SAM I AM
Photographer: Tobias Rowles
Senior Producer: Will Mumford
Retouching: Visual Thing