EBay unveils new campaign celebrating individuality by harnessing the power of personalisation, enabling shoppers to get what they truly love.
EBay has launched Fill Your Cart with Color, a campaign based on a recent study by the brand which found that nine in 10 Americans want the things they buy to reflect the “real them.” The effort was developed by its new global creative agency, 72andSunny Los Angeles.
The effort is the latest brand platform to kick-off with a television spot followed by executions across cinema, OOH, display, and social. Designed to capture a more personalised shopping experience, it entails a reimagined homepage which is responsive to each user’s interests.
The push breaks away from the ‘beige’ conformity of traditional commerce. Leveraging Artificial Intelligence and Machine Learning technology, shoppers receive tailored recommendations across all categories with each new site visit and an inventory mix unique to them.
The ad agency commissioned three directors to capture what makes eBay different. They were Bridget Savage Cole, Josh Nussbaum, and Director X. Each of the three shot their component of the spot separately in Chicago, Los Angeles, and New York respectively.
From a celebrated artist to a sneaker aficionado to a highly sought-after fly fishing guide, the creative features vibrant people. Sharing real passions and perspectives, each offers selections from the brand’s cross-category merchandise and ways for shoppers to uncover ideal finds.
“Our priority as a business is to marry our personalised shopping experience with our unparalleled selection of inventory to meet the evolving needs of millions of shoppers— enabling them to shop for what they love,” said Suzy Deering, CMO at eBay North America.