Effies
Australia

Case History Database

Checkout and download - (0)

2011

How eBay Sparked Australia’s First Cyber Christmas

Agency

Leo Burnett Sydney

Client

eBay Australia & New Zealand

Awards

Bronze

Small Budget (Between $500K - $1 Million)

Summary

Christmas 2010; Aiming to get a greater share of our spending, eBay went up against traditional retail, traditional shopping habits and our secondhand preconceptions of eBay. With only 0.0036% share of voice. eBay positioned itself as place ‘you feel clever buying new’, blurring on and offline behaviours by asking consumers to ‘browse it at Westfield, buy it brand new on eBay’. Media jumped on the message, which became a masthead for changing shopping habits. Retailers fought in vain before conceding the importance of online. And eBay grew revenue by 28%, turnover by 15%, smashing objectives. It was Australia’s first cyber Christmas.

Case study

2011 Small Budget (Between $500K – $1 Million) – How eBay Sparked Australia’s First Cyber Christmas

Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.

All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.

Credits

Executive Creative Director	Andy DiLallo
Digital Creative Director	Kieran Ots
Senior Art Director	Kieran Antill
Senior Art Director	Cameron Harris
Copywriter	Rob Kleckner
Art Director	Dan Oliva
Head of Planning	Scott Davis
Strategic Planner	Luke Atkinson
Senior Digital Producer	Adrian Gunadi
Digital Producer	Tom Webb
Craft Producer	Jo Hoskins
Senior Digital Designer	David Mugford
Digital Designer	Eddy Milfort
Digital Developer	Keong Seet
Group Business Director	Claudia McInerney
Senior Business Manager	Rebecca Zhang
Business Executive	Charlie Rothery
Head of Digital Marketing & Buyer Analytics	Hamish Stone	eBay
Head of Marketing Communications & Brand	Suz Mitchell	eBay
Senior Marketing Manager	Choon Tan	eBay