People's passions at the heart of eBay's new brand platform

eBay has returned to its heritage of connecting with passionate buyers, resulting in a new brand campaign which includes the reinvention of a much-beloved song that lies at the heart of the new integrated marketing campaign.

Rebecca Newton from eBay said, “After 24 vibrant years in the Australian market, we’re rediscovering our roots and going back to where it all began.

"The new brand platform brings together eBay’s new marketing strategy while staying true to the very essence of eBay which is to connect people and their passions by fueling their ‘Thing’."

As part of the transformation, eBay engaged FutureBrand Australia to reimagine eBay’s brand strategy in the Australian market. The revised strategy connects the brand and business strategy - aligning eBay’s purpose with experience to drive growth.

FutureBrand's 'sprint' methodology enabled the eBay team to fuse research, strategy and stakeholder engagement into an intensive process that explored the needs and motivations of buyers and sellers.  This process helped bring to life the brand's evolution from an online shopping mall to a retail destination for products people love. 

The brand strategy sets the strategic platform for all areas of brand communications and experiences, from brand personality to brand experience principles, to inspire the moments that matter.

The advertising campaign by Special celebrates the rich, textured, eclectic and wonderful universe of eBay passions encompassing the unique people and the individual ‘things’ that bring them joy and connection.

From car parts to trading cards, sneakers to pre-loved fashion and luxury handbags, the new brand platform nods both to eBay’s cultural roots and owns a space that is relevant today.

The integrated campaign is rolling out across owned, earned and paid channels including TV, Cinema, OOH and Social and Digital channels.