We took a full-page wraparound in MX, Australia’s leading commuter daily, and turned the newspaper into wrapping paper by printing a special eBay gift paper pattern on it.

We encouraged people to use it to wrap the bargains they got on eBay, thus ensuring they didn’t just engage with the ad, but took it with them. The inside pages of the wraparound contained a catalogue of products and prices for them to refer to.

Because of the innovative use of media, the campaign not only achieved its objectives, but exceeded them. There was a 32% increase in traffic to eBay. This was the best result ever for a newspaper ad in Australia for eBay.