With Myer coming onto eBay in 2016, there was an opportunity to challenge outmoded perceptions of the eBay platform. But rather than do a classic launch, we decided to create a whole new way of shopping, with eBay front and centre.

We married VR technology with Myer’s product range to create the world’s first fully shoppable virtual reality department store. Available as a downloadable app via iOS or Android, the eBay VR department store enabled shoppers to browse, select and purchase products just with their eyes using a new technology developed for the store called SightSearch. The store also incorporated the latest artificial intelligence, learning about the user and serving up different product ideas based on browser history.

The first individuals to become immersed in this brand new innovative shopping experience were media and stakeholders, at a launch event held at the Museum of Contemporary Art in Sydney in May 2016.

Pre-briefings with top tier retail, tech and business media were conducted to drive deep-dive first look coverage upon launch.

The public next experienced the VR department store via ticketed consumer activations, further driving excitement and conversation around the launch. Video content was unveiled to guests at the launch event as well as across eBay and Myer’s social channels.

To take the experience to the whole of Australia, eBay offered customers the opportunity to receive their very own ‘Shopticals’ VR headsets to start their VR shopping experience anytime, anywhere – 20,000 Shopticals were made available free of charge to consumers from the dedicated eBay VR platform.

Media Outputs: More than 700 pieces of editorial coverage were achieved, as well as over 730,000 social media engagements, reaching over 800 million people around the world.

Target Audience Outcomes: eBay’s brand tracking showed that Australia’s understanding of eBay as a destination for new items increased 10% (May 2016 vs month prior) with more than 70% of respondents stating the VR store made them think differently about eBay (Source: eBay Brand Tracking, Sept 2016).

eBay’s traffic for the month of May was up 7% with no other marketing activity. The VR store had more than 8,000 unique visits to the microsite by 7am on the day of launch.

As a result of the campaign, eBay’s position as a thought leader and innovator in retail was cemented in the minds of Australians.