Tim Theobald Horizont
Ebay Kleinanzeigen wants to position itself more strongly as a place for sustainable trade and consumption from now on. After all, there are many used products to buy there, whose lifespan is thus extended, which in turn saves resources and energy. In order to publicise this changed orientation, Ebay Kleinanzeigen has brought on board the expertise of the Berlin creative agency The Goodwins around partner Tim Stübane, which specialises in sustainability campaigns.
According to its own statement, the agency, co-founded by ex-Ogilvy creative chief Stübane at the end of 2018, wants to use its work to "fight for the good in the world to win". It was this credo that convinced Ebay Classifieds to sign The Goodwins as its lead creative agency. Now the first collaboration between client and agency is visible with the sustainability campaign.
"Let's trade" is the name of the campaign, which is designed for the whole year and starts this week with the first flight in the digital channels. With the campaign, Ebay Kleinanzeigen is basically addressing all Germans and directly inviting them to advertise a used item on the platform this year, so that in the end over 80 million products will be passed on and valuable resources will be saved.
Ebay Kleinanzeigen - Let's trade
According to the company, the campaign is intended to accompany the target group from their first contact with Ebay Classifieds to their actual use of the online classifieds market. To achieve this, the client and the agency rely on several flights, always centred on an animated music video that is intended to draw attention to the topic of sustainability in a positive, light-hearted way. The first flight is about advertising a bicycle (see above). All songs were produced especially for the campaign. Ebay Kleinanzeigen wants to give up-and-coming artists a stage. The bike song "To The Skycycle" is by DJ and singer Miirtek.
"The new campaign puts the spotlight on the core of our business: sustainable action. This is part of our company culture and our long-term vision," says Iskra Velichkova, Head of Brand & Content Marketing at Ebay Kleinanzeigen. "Therefore, we want to inspire as many people as possible in Germany for sustainable consumption."
The-Goodwins CEO Tim Stübane adds: "We are delighted to be able to support eBay Classifieds in this mission with our strategic and creative skills. Together, we are making an important contribution to sustainable action. Especially in uncertain times like these, we consider the communication of clear values that provide orientation desirable."
The film was once again produced by Commercial Film Service (CFS) and Streetsmart Media, directed by Zoran Bihac. Artist casting and song production was done by Mokoh Music. Media planning and buying was handled by Mediacom in Berlin. The landing page was developed by Moccu, Berlin. The social media measures came from GUD .Berlin.