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eBay spring shopping ad campaign aligned to real-time weather
eBay are working to attract more sales for you with a colourful eBay spring shopping ad campaign. Running nationwide, the digital out of home (OOH) inspiration drive is designed to bring online retailers vibrant product lines to life. Popular springtime pursuits and product lines are aligned to real-time weather conditions in a UK-wide campaign that spans transit, retail and roadside environments and runs until the 8th April.
“This campaign shows eBay’s vibrant and colourful wares in a way that is responsive and useful and aligned with consumers mindset and surroundings in that moment. It’s great to be able to promote our marketplace in a way that is agile and tactical throughout the duration of the campaign.”
– Gareth Jones, senior marketing director at eBay
The campaign taps into those activities ritually undertaken at the start of the spring season and encourages passers-by to “shop like nobody else” and to “make springtime spectacular.” Colourful product offerings are then matched to real-time Met Office data, for example, promoting their range of gardening products during sunny days, or suggesting a wardrobe overhaul, or some home improvements during wet and cloudy conditions.
The automated campaign is agile, adapting to Britain’s turbulent springtime weather to contextualise its offering. Dynamic content is managed and delivered by QDOT, using the ad tech platform OpenLoop to analyse real-time Met Office data and distribute to multiple screen formats and networks across the UK.
“This campaign uses the medium as a real-time marketing platform that is plugged-in and responsive. Promotions are agile, tailored and contextually relevant. That is powerful.”
– Dan Dawson, Chief Creative Technology Officer, Grand Visual
The campaign was created by 72andSunny Amsterdam, produced by Grand Visual, with media planning and buying by Mediacom. The digital OOH activity supports a broader campaign created by 72andSunny Amsterdam, which runs across digital, social, radio, VOD and TV and encourages shoppers to break away from “beige” following the theme of eBay’s fill your cart with colour campaign.
Amazing they can do this and match real time weather….. but give them a forecast of widespread and disruptive snow, a week or more in advance and they can do a damn thing with regards to delayed deliveries etc… Hmmm? In this case it generates more money for ebay, but by dealing with the delivery issue in extreme weather it makes them more money if they ignore it or make it as difficult as possible for sellers to avoid losing discounts etc. So basically it’s all about ebays pockets… not the buyer or the seller.
Same old same old