To prove that ‘new’ had just as strong an offering as ‘used’ we launched with a TV spot that compared equivalent new and used items. Then to really prove it, we uploaded the ad onto YouTube where all the props and items from the ad became clickable hotlinks. These were now buyable ‘used’ items found on Trade Me. But even after viewing all these ‘used’ items, if you still preferred ‘new,’ they all came with links promoting their new equivalents.

We created a fair bit of buzz in the week of campaign item auctions, with over 110,000 page views, 1,000 bids and over 100 questions from interested buyers. All the used items sold – some for quite a lot, others not so much as their new equivalent. With television, radio, newspaper, and online coverage, the people now knew they had another option when it comes to buying stuff. Whether they use it or not is up to them.