To promote diversity, eBay is adding a new platform 'Fill Your Cart With Colour' to enhance shopping experience for consumers.
The platform, which has already been introduced in US, was conceptualized by creative agency 72andSunny will be introduced in UK via a 40-second TV commercial.
Gareth Jones, eBay’s senior director of marketing said: "In addition to creating a more personalised marketplace experience for our shoppers, we are celebrating their passions and telling their stories as part of our brand narrative."
As part of eBay's push towards personalisation across display, CRM and email marketing, eBay's homepage will be user oriented and leverage artificial intelligence and machine learning technology tailored to individual needs.
Nic Owen, partner and managing director, 72andSunny Amsterdam said, "We love the rich quirk and uniqueness of the Great British Public and we love that only eBay's vast array of goods let them revel in their own passions in wondrous technicolour."
The campaign will run across TV, digital, social and experiential. 30-second videos showcasing shopper passions will roll out across YouTube, Facebook and Snapchat, featuring real-life baking, cycling, music and fashion enthusiasts.