eBay Australia launches major brand campaign as it readies for Amazon arrival

eBay has launched a major brand campaign celebrating the way Australians shop, as it prepares for a wave of competition as new rivals enter the market.

The ‘Fill Your Cart with Colour’ campaign encourages shoppers to embrace the unique personalised experience of eBay.com.au against a sea of similar ‘beige’ online marketplaces.

The campaign aims to celebrate eBay’s role in the Australian retail industry, where it supports 40,000 small businesses, 80 of the top 100 online retailers and attracts more than 11 million monthly unique visitors.

The launch comes as the Australian retail market readies for new competitors, most notably Amazon, which is due to launch in Australia this year. The internet giant is predicted to seize a huge share of the online retail market, with analysts predicting it could secure up to 25% market share by 2025.

Tim Mackinnon, chief marketing officer at eBay, said, “The timing couldn’t be better. With an 18-year history in Australia, we are now home to the largest base of connected commerce anywhere in the world.”

“At a time when the Australian retail sector is experiencing change, we are proud to celebrate our leadership in keeping Australian small business competitive, something that shines through in the campaign.”

“Our key point of difference is the breadth of our unique and interesting inventory and the strength of our community, entirely powered by the people of Australia,” Mackinnon continued.

“At the heart of eBay is a colourful and dynamic community, who turn to the marketplace to express their individuality through the way they shop. Our new brand positioning tells this story and is a reflection of the tight-knit, yet global community eBay has fostered,” said Mackinnon.

The campaign is the first work from 72andSunny since the agency launched its Sydney office.

The campaign will incorporate TV, cinema, OOH, display and digital advertising and social media.

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