eBay
Creating a sense of community in commerce.
In JOAN’s first work for eBay, we tapped into the community aspect of the platform for one of their most beloved categories: eBay Motors.
EBAY / BRAND RELEVANCE
The eBay Motors audience is a variable – and often quirky – bunch, but they have one thing in common. A love for fixing cars and bikes, and a need for the best, most reliable parts. Our strategy was to showcase the prowess and obsessiveness of the eBay Motors community, so we cast experts from that community who actually love eBay for parts. Including radio starring none other than the Godfather of auto repair, himself, Ray Magliozzi from Car Talk.
These people are totally nuts for parts, and their passion is infectious. We chose to feature real gearheads in our advertising, each ending with an invitation to join the community on the platform "eBay Motors. Let’s ride"
In a bucket list move, we had our audio voiced by Ray Magliozzi, the legendary godfather of auto repair and host of NPR's Car Talk.
Seat Tear :30
Gourmet Meal :30
The stars of our campaign doubled down on the community, authoring blog posts on the platform.
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