Trading Post introduces auctions with TVCs
If you’ve been keeping up with the online auction site world, eBay has been in everyone’s bad books. Its attempts to force users to adhere to a ‘PayPal-only’ policy has left many wondering why they are slaves to the big E.
This is giving local online auctioneers an opening to get their case in. Oztion and others are doing their best to spruik their wares, but an older, better known favourite is busily promoting its online classifieds and now auctions.
Trading Post is launching two new TVCs this weekend to promote online auctions on tradingpost.com.au.
Building on a brand campaign launched in April, these commercials celebrate the ‘excitement’ of buying and selling online while promoting auctions as a way for customers to achieve their ‘happy ending’ with Trading Post.
“The timing of this campaign, four months after the launch of auctions on tradingpost.com.au, has allowed us to gradually build inventory and respond to customer feedback to make for a good shopping experience. It’s also great timing for those who want to kick-start their Christmas shopping. With $1 auctions every day for new items such as plasma TV’s, iPods and cameras,” says Kellie Cordner, group marketing manager of Trading Post.
Publicis Mojo Melbourne general manager, Kellie Lennon says, “The strategy to develop two TVCs enabled us to approach the creative from two different angles. The first TVC announces the arrival of auctions on Trading Post through animation and ties back strongly to the original campaign. The second is about harnessing the thrill and excitement of auctions by demonstrating a ‘happy ending’ like you’ve never seen before.”
While it’s great to see that local brands are competing with the big boys, it will take a hell of a lot of effort to topple eBay from its number one perch. Stranger things have happened.