A simple, single minded execution based on universal insights, which were surprising and relevant, revealing the truth behind Christmas shopping. We turned this negative view - stressful, pressurised and unbearable - on its head, to deliver a solution to evoke the emotional spirit of giving and inspire shopping on eBay, with zero stress and panic.

The story delivered an engaging narrative which highlighted the tension, followed by a resolution, rooted in high tech. Stats included shoppers hitting the ‘Wall of Disenchantment’ after 32 minutes (as thoughtful giving is lost) then encouraged them to embrace H.I.I.S (High Intensity Interval Shopping) to drive meaningful purchases.

A physical destination brought the campaign to life, showcased the best products available on eBay and allowed shoppers’ emotions to do the browsing. Biometrics tracked frowns, smiles and raised eyebrows to find the perfect gifts, and data was aesthetically displayed as a dynamic, real time ‘Emotional Tapestry’.

eBay partnered with US-based emotion tech company, Lightwave, to measure 100 shoppers with state-of-the-art biometric devices (11-12 November) to track emotional responses to Christmas shopping. Shocking results delivered media headlines, revealing consumers found the experience stressful and unbearable and after 32 minutes, gave up caring about what they bought. Giving became transactional.

This experience was then brought to life physically in a retail space for 2 days in the run up to Christmas (29-30 November). Media and influencers were invited to visit and try out the world’s first Emotionally Powered Shop. In private booths, their emotions were tracked and matched with gifts, which emotionally resonated with them. Facial coding and ambient biometric sensors were captured and visualised on a spectacular 20m screen via dynamic light infused oscillations.

A percentage of sales was then donated to a selection of charities on Giving Tuesday (29 November) to complete the giving circle.

Data independently analysed by KANTAR MEDIA

Tier 1

Mainstream, social and broadcast media measured effectiveness.

94% coverage strongly positive and consistently high quality.

100% key message uptake; ‘The future of shopping’ featured in 74% of content.

74% featured eBay’s partners.

59% coverage cited the findings of eBay’s biometric study.

44% coverage underlined that a percentage of sales would be donated to eBay’s charity programme.

eBay’s spokespeople featured in 52% of content

A UK campaign, that delivered global recognition

128 articles

1.1 billion reach

4.7 million social media impressions (69% promoting hashtag #dogoodfeelgood)

Tier 2

TGI analysis determined the campaign gained exceptionally high exposure amongst eBay’s target SETH audience

78% reached frequently shopping SETHs

88% reached infrequent shopping SETHs

The coverage further influenced 88% of British shoppers

Tier 3

During campaign week, eBay experienced 5.7% year-on-year growth in traffic vs 2015

Purchases from the Emotionally Powered Shop doubled money raised for eBay’s charities through donations linked to purchases. It raised £640,840, double the amount raised in an average week.

Commentators hailed eBay’s use of technology as ground-breaking

“…this was a great demonstration of the potential of technology to rapidly revolutionise our shopping experience, and that is to be applauded”, Retail Week

“This innovation will give the company a competitive edge”, Forbes

“eBay have planted the seeds of longevity and interest by providing people an experience that says that they care about their customers, community and the humans that make their brand possible”, Huffington Post