This campaign aimed to communicate that eBay is a far more exciting and stimulating experience than everyday retail.Our idea was to allow the community to actually become a part of the banner advertising itself.Members were invited to place themselves as an avatar in a Virtual Conga Line. Stretching across the Ninemsn network, the Conga line featured over 23,000 passionate shoppers – each with a message about why they find eBay shopping exciting.eBay community forums overflowed with positive comments which encouraged other members to join the Conga. The banners achieved an astonishing 11% click-through rate.