How Ebay wants to modernize the brand globally
After nearly a decade, eBay is repositioning itself with a new global brand campaign. Under the tagline «Things.People.Love.,» the campaign answers the question «Why eBay?».
Ebay is positioning itself with its first global brand campaign in almost a decade. Under the motto "Things.People.Love.", the campaign aims to answer the question "Why Ebay?". The focus is on people and their passions that can find a home on the global marketplace - from car parts and vintage luxury to rare collectibles.
The campaign aims to modernize the brand and "engage customers in a way that really resonates," said Emily O'Hara, Global Head of Brand at Ebay. The aim is to establish a connection to the platform as a home for passions and create a basis for further development.
New York agency
The campaign, which was developed in collaboration with New York advertising agency Joan Creative, includes special advertising material that appeals to fashion, car and collectibles enthusiasts and appears worldwide in out-of-home, TV, digital and social feeds. The associated commercial will showcase the full diversity of passions on the online marketplace. It is Joan Creative's first global campaign for the brand, following the expansion of the agency's remit from the US to the other core markets of Germany, the US and the UK in March 2024.
