Trade Me launches new ‘New or Used’ campaign via creative agency Whybin\TBWA
Whybin\TBWA’s new campaign for Trade Me launched last night with a 45-second TVC highlighting that New Zealand’s favourite online marketplace is as much about new goods as it is about used items.
The audience is presented with a selection of both new and used item options and asked to decide what’s right for them – from quality products like cameras, music equipment, power tools and beauty products, right through to bike shorts and cooking thermometers.
Whybin\TBWA’s chief creative officer Toby Talbot says that with over 700,000 visitors each day, Trade Me is a Kiwi institution.
Says Talbot: “Trade Me is the country’s most successful marketplace, and it is renowned as a place to sell secondhand items. Our challenge was to increase the profile of new items onsite – not a lot of people know that 40 per cent of the items you can buy on Trade Me are brand spanking new. We thought we’d encourage a bit of debate about what kinds of things people prefer to buy – new or used. And we did it in what we consider to be a unique Trade Me tone of voice.
The campaign will launch in three phases, with the TVC supported by digital banners. This will be followed by Adshels later in October and a live charity auction in November.
And New Zealanders will literally be able to buy whatever they prefer, as the new and used items and props from the TVC, print, online and outdoor, will be sold on the site. Any takers for the used bike seat?
Trade Me
CEO – Jon Macdonald
Chief Operating Officer – Mike O’Donnell
General Manager of Marketing and Demand – Aimee McCammon
Whybin\TBWA
Chief Creative Officer – Toby Talbot.
Creative Directors – Jonathan McMahon, Lisa Fedyszyn
Creative – Jonathan McMahon, Lisa Fedyszyn, CeCe Chu, Ryan Price,
Clemens Zlami, Jordan Dale
Digital Director – Ross Howard
Head of PR & Activation – Lauren Vosper (Eleven)
Senior Consultants – Cassidy Meredith, Julia Rogan (Eleven)
Group Account Director – Jodi Willocks
Senior Account Manager – Sarah Cowan
Digital Designer – David Minty
Digital Producer – Johannes Gertz
Print Producers – Michelle Hong, Ali Vernon
Designer – Chris Lewis
Retoucher – Paul Hewson
Head of Content – Liz Rosby
Graphics – Jim Hudson
Match Photographers
Photographer – Vanessa Wu
Print producer – Emily Moon
The Sweet Shop
Director – Damien Shatford
Producer – Ben Dailey
Executive Producer – Fiona King
DOP – Crighton Bone
Editor – Michael Lonsdale
Mandy
Post-production – Mat Ellin, Andy Timms & Dave McLaren
Harmonic Studio
Music – Peter Hobbs
Liquid Studios
Sound – Craig Matuschka
Ikon
Communications Manager – Ros Ross
16 Comments
Or 60 things in 60 seconds…
I likey. Simple and funny. Nice one.
nice one, Damien.
Some nice writing mixed with some predictable writing.
Quite nice though. Good stuff.
Yeah isn’t this about the third 60 things in 60 seconds ad we’ve seen from Lisa and Jono? You’re better than that guys.
It’s dull and cheap. There’s no fresh product or human insight, it tells me nothing I didn’t know. TradeMe should have been a great opportunity. This is a boring pitch winner idea.
Wonder if someone from DDB is going to publish an attack on this ad the way Talbot did on the new Sky work in NBR? This seems like a far easier target to me!
And they’ve snuck in a half-assed new logo too.
It’s bland. Unremarkable. Certainly doesn’t live up to what TradeMe should feel like.
Are they?
It doesn’t tell me anything new. Silly.
getting the ideas from the junior teams
Congrats J&L, when sad little people display this level of c*ntiness towards you, you know you’ve made it.
again – with the same thing. WTF? we get it SKY TV.
Oh sorry, this was for Trade me.
Cheap and pointless and doesn’t make me want to go to trademe – which should be easy, really
Boring idea and embarrassingly bad TVC, They should have stuck with JWT who did their recent Trademe job TVC campaign which was great.