2006 eBay advertising was a progression of the successful IT campaing that launched in 2005 with an objective of broadening consumers' perception of the inventory available on eBay. the 2006 work tells stories which revolve around IT as a simple metaphor for the many items you can find on eBay (even cars)! IT works as a central focus point for all eBay's integrated communications, including National TV, print, online, outdoor and radio, which were all used to connect with the target audience during peak seasonal times of the year and encourage shopping on eBay.

Our 2006 campaign launched with eBay Motors print, radio, OOH and even bumper stickers, which reached consumers during pivotal car moments, like driving or research. The creative leveraged our 2005 IT campaign illustrating that you could "drive" IT.The itnegrated campaign followed with television spots that told stories of people's IT's in their everyday lives. During the holiday shopping season, we furthered this strategy by focussing on holiday-specific situatins and hot gifts.Web creatuve ran throughout the entire campaign, driving shoppers to eBay to achieve our goal of getting people to check eBay first for new and everyday items.