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The new eBay campaign takes a bold stand against Amazon


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How to fill a shopping cart with happiness.

eBay has launched a vivid new advertising campaign across TV, cinema, display, in-home and social media in preparation for Amazon's arrival in Australia, with the all-out "Fill Your Cart With Colour" campaign, designed by ad agency 72andSunny.

A good brand strategy is all about highlighting points of difference, and that's literally what eBay is going for with a strong and upbeat emphasis on its customers' individuality and a tailored shopping experience.

"At the heart of eBay is a colourful and dynamic community, who turn to the marketplace to express their individuality through the way they shop." said Tim Mackinnon, chief marketing officer at eBay. "Our new brand positioning tells this story and is a reflection of the tight-knit, yet global community eBay has fostered."

"Our key point of difference is the breadth of our unique and interesting inventory and the strength of our community, entirely powered by the people of Australia."

Cheapness talks, and Amazon has seen a lot of success around the world with its "low prices, vast selection, and fast delivery" strategy. Analysts predict that Amazon could secure as much as 25% of Australia's online retail market by 2025.

Australians are of two minds about the giant's arrival, with opinions split down the middle. Research from finder shows that 47% of Australians are looking forward to upcoming deals, while 53% simply prefer bricks and mortar or are more concerned about its impact on local businesses.

The Fill Your Cart With Colour campaign also makes an optimistic and upbeat jab at Amazon's potential to drive small retailers out of business.

"At a time when the Australian retail sector is experiencing change, we are proud to celebrate our leadership in keeping Australian small business competitive, something that shines through in the campaign," says Mackinnon.

eBay is no stranger to a crowded market, with Australia having more than a dozen major online retailers. But shipping has always been a sore point down under, and Amazon might quickly take the lead with a more developed logistics network.

In the meantime, Australians can still celebrate individuality by shopping at eBay, along with around 11 million other unique visitors per month.

Picture: Shutterstock

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