E-commerce site eBay has taken a stab at retail competitor David Jones, launching a print campaign which directly attacks a recent DJs ad.
Last week, David Jones took out double page ads to promote its new price matching policy. However, in yesterday’s The Sun Herald, eBay launched a campaign which has a dig at the David Jones ad.
The eBay campaign, which was created in partnership with Leo Burnett and PHD, reads: “Our Promise. Always staying one step ahead of the Joneses. Always.”
The eBay ad points out that David Jones’ price-matching promotion is accompanied by a long list of caveats.
An eBay spokesperson said: “DJ’s have included a long list of caveats to their promise, including the fact it doesn’t extend to online retailers, liquidation sales, or clearance stock. [The eBay ad] was a bit of fun – to make the point that we think Australian shoppers are smarter than that and if you offer a promise it needs to be real and not qualified.”
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