SAN JOSE, Calif., June 5, 2017 /PRNewswire/ -- Today's
shoppers are yearning to be themselves in the sea of sameness that
is traditional retail. A new study conducted by eBay found that 9
in 10 Americans (93%) want the things they buy to reflect the "real
them,"1 and eBay is echoing this growing sentiment with
the launch of "Fill Your Cart With Color." The rallying cry,
developed with eBay's new global creative agency 72andSunny
Los Angeles, reflects the essence
of the eBay brand – celebrating individuality and self-expression –
and highlights all the ways eBay enables anyone to shop vibrantly,
break away from the "beige" conformity of traditional commerce, and
live colorfully.
"Fill Your Cart with Color" is a new brand platform for eBay,
kicking off with a new TV spot followed by an approach that will
live across TV, cinema, OOH, display and social. It integrates the
introduction of an enhanced and more personalized eBay shopping
experience, which now includes a reimagined homepage that's
responsive to each user's interests. Leveraging Artificial
Intelligence and Machine Learning technology, shoppers receive
tailored recommendations across all categories with each new site
visit, and an inventory mix that's truly unique to them.
"Individuality and self-expression are at the heart of the eBay
brand, delivered through an extraordinary breadth of inventory from
around the world," said Karl Isaac,
Vice President of Global Brand at eBay. "As consumers pursue their
passions and reject conformity, both in commerce and culture, 'Fill
Your Cart With Color' celebrates the things that truly make people
unique, and connects to what people love about eBay, from new and
unique items to personalized experiences. Now, more than ever, eBay
empowers people to find exactly what they love and express who they
are."
To create eBay's new brand platform, 72andSunny Los Angeles commissioned three directors to
capture what makes eBay different. The directors, whose resumes
include feature films, music videos and creative work for top
global brands, are Bridget Savage
Cole, Josh Nussbaum and
Director X. These esteemed creators each shot their component of
the spot separately, in Chicago,
Los Angeles and New York, respectively.
"eBay is built on the diversity of the buyers and sellers that
make up our marketplace – they create a rich and dynamic
environment for commerce that is unmatched in possibilities," said
Suzy Deering, Chief Marketing
Officer for eBay North America.
"Our priority as a business is to marry our streamlined,
personalized shopping experience with our unparalleled selection of
inventory to meet the evolving needs of millions of shoppers –
uniquely enabling them to shop the products that they love."
The new creative also captures real, vibrant people – from a
celebrated artist, to a sneaker aficionado, to one of the country's
most sought-after fly fishing guides – sharing their real passions,
personality, and perspectives. Each highlights selections from
eBay's cross-category merchandise and just a few of the ways
shoppers can use eBay to find what's perfect for them.
"Real people curate their lives with a spectrum of things, and
it's impossible to script that, it has to be captured in the
moment," said 72andSunny Executive Creative Director and Partner
Matt Murphy. "We took a completely different production approach,
collaborating with multiple directors to show real people, their
passions, interests and hobbies, and how they express themselves
with what they shop for."
With more than 1.1 billion listings and 80% of all items sold
brand new, eBay enables any shopper to find the perfect item and
fill their cart with color.
For more information, visit ebay.com and
follow @eBay on social.
eBay By the Numbers
- eBay has 169 million active buyers worldwide
- 80% of all merchandise sold on eBay is new, and our wide
selection keeps growing
- 87% of items sold on eBay are Buy It Now – no bidding
necessary
- Approximately 1.1 billion listings at any given time
- 67% of items ship for free
About eBay
eBay Inc. (NASDAQ: EBAY) is a global
commerce leader including the Marketplace, StubHub and Classifieds
platforms. Collectively, we connect millions of buyers and sellers
around the world, empowering people and creating opportunity
through Connected Commerce. Founded in 1995 in San Jose, Calif., eBay is one of the world's
largest and most vibrant marketplaces for discovering great value
and unique selection. In 2016, eBay enabled $84 billion of gross merchandise volume. For more
information about the company and its global portfolio of online
brands, visit www.ebayinc.com.
About 72andSunny
72andSunny creates cultural impact on
behalf of brands. The company has been recognized as one of Fast
Company's Most Innovative Companies for two years in a row and
is a two-time "Agency of the Year" winner for Advertising
Age and Adweek. With offices in Amsterdam, Los
Angeles, New York,
Singapore and Sydney, 72andSunny's clients include
Activision, adidas, Axe, Carl's Jr./Hardee's, Carlsberg, Ciroc,
Comcast, Coors, Dropbox, eBay, ESPN, Instagram, Google, General
Mills, Seventh Generation, Smirnoff, Starbucks, Tillamook, and
truth. For more information, visit 72andSunny.com.
Methodological Notes1
The eBay "Get Real"
survey was conducted online by Edelman Intelligence among a total
of 6,002 nationally representative U.S. adults ages 18-49, between
February 6 – 16, 2017.
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visit:http://www.prnewswire.com/news-releases/ebay-launches-new-brand-platform-fill-your-cart-with-color-300468260.html
SOURCE eBay Inc.