The eBay 60s radio executions are an extension of the idea 'Clever new'. By dramatising the negative experiences of shopping at physical retailers, we highlight the decision to shop online at eBay as the clever choice.

Australian shoppers still viewed eBay as an online flea market and generally only shopped there for second-hand goods. We needed to let them know that eBay is now the best place to buy brand new products, and then direct them straight to the eBay website.

As a result of our entire brand campaign, year on year traffic to eBay grew by 14%. The quarterly rate of growth doubled. eBay sold 28% more items than the year before, smashing objectives by 18 points. Revenue grew at 15%, surpassing objectives by 6 points. The ripples of the campaign are still being felt, with Australia’s leading retailers finally being forced into entering the online retailing environment.