The four-week campaign will introduce the new tag line ‘eBay: your shopping universe’, in place of the company’s ‘Buy it, sell it, love it’ message used in previous ads.
The online retailer has secured a number of fashion brand partners over the last five years, including French Connection and Karen Millen. It hopes that the new TV campaign will encourage more users to shop for brands via its independent storefronts, rather than visit their store online directly.
Despite this stance, Alex Von Schirmeister, vice-president of marketing for Europe, says eBay is adamant that, “unlike other e-commerce players, we partner with leading brands but never compete with them.”
He adds: “”In the past few years, eBay has changed. It’s now a destination to buy the latest laptops and smartphones, high street fashion, even brand new car parts.
“The investment in this campaign will ensure that our retail partners, as well as the 180,000 smaller business sellers on our site continue to enjoy strong growth opportunities.”
EBay has focused its UK marketing activity on outdoor and print campaigns for its Fashion Outlet over the last two years.
The TV spots, created by Tribal DDB, will launch on Channel 4 and on Sky Living, before rolling out across other major channels throughout March.