Ingo Rentz Horizont
Parents know it: an untidy children's room can resemble the forecourt of hell. But that doesn't have to be the case, according to Ebay Classifieds. In the new flight of the "Let's Trade" campaign, the company calls for buying and selling children's things on its platform - and in a way that is definitely likely to be remembered.
The creative agency responsible for the campaign, The Goodwins, has packaged the message of Ebay Kleinanzeigen in a specially created rap song performed by the up-and-coming artist Leila Akinyi. In the music video, which was developed for use on high-reach online channels, the rapper fights a monster made of toys for supremacy in the children's room - and there, Akinyi sings, it is "harder than on the street".
With the now third flight of the sustainability campaign "Let's trade", Ebay Kleinanzeigen once again wants to call for the responsible use of resources. The campaign's goal is to have 83 million used items advertised on the marketplace by the end of November - corresponding to the number of inhabitants in Germany. A good six weeks before the end of the campaign period, the counter stands at almost 70 million items.
Besides The Goodwins, Mokoh Music was again involved in the campaign. The agency took care of the artist casting and the production of the song. Giving up-and-coming artists a stage is one of the central elements of the campaign, along with the idea of sustainability. In the first flight, DJ and singer Miirtek is expected to perform for Ebay Kleinanzeigen.
Overall, Ebay Classifieds trusted the proven team: the film was produced by Commercial Film Service (CFS) and Streetsmart Media. The director was again Zoran Bihac. Media planning and buying were handled by Mediacom in Berlin. The landing page was developed by Moccu, also in Berlin. The social media extension of the campaign was provided by GUD Berlin.