The online shopping and auctions website, eBay has appointed Wieden+Kennedy (W+K) as its creative agency. This has been done after evaluating five different agencies. Kashyap Vadapalli, director, marketing, eBay.in, said, “We are in the process of finalising a media planning agency, too.”
He further added, “eBay.in will launch a 360 degree campaign across TV, print, radio, outdoor and digital in the next quarter. W+K will handle the creative part of our offline advertising campaign, while the creative part of our online marketing campaign will be managed internally.”
The company will utilise the traditional media campaign to expand its market and aim at encouraging more offline Indians to turn online shoppers. The campaign will target both men and women in the age group of 21-35 years across the top 20 cities. The portal claims that it has more than three million registered users from 2,471 cities in India.
eBay India has not been using the traditional media for the first time to promote itself. Earlier, in 2007, it launched its first TV campaign, consisting of three 20 second commercials to convince shoppers to shop smart through eBay.in. All three TV commercials were created by RMG Connect, the direct marketing arm of JWT. In 2008, eBay used print, outdoor and radio media to expand its market.
Apart from traditional media, there are plans to apply online marketing in the next quarter as well. The company will launch a search engine marketing (SEM) and affiliate marketing campaign and opt for alliances to get more users to its site.