Not your Thing?

The task/problem: eBay was searching for ownable moments and a platform to activate these moments. As a marketplace, with no real product, they wanted to find a way to connect with consumers at the right time and in an authentic way.

The insight: When are you most likely to need to sell something online? When the guilt hits you after that big shopping spree, or when you don’t quite get the gift you want after gift-giving occasions like Christmas, birthdays or Valentine’s Day. Especially when you don’t want people to know you’re selling their gift.

The idea: The biggest gift-giving occasion is just around the corner… Christmas. eBay can own the post-Christmas period by recognising and playing with a universal experience: receiving the wrong gift for Christmas.

Execution: The post-Christmas campaign focuses on the moment of disappointment when you realise that your loved one, while they might mean well, just doesn’t get you, offering a simple, satisfying solution to sell it on eBay.

This campaign will be rolled out after key retail and gifting periods on social, display, OOH and owned channels.