MELBOURNE: Publicis Mojo has created a campaign for Trading Post aiming to retain the auction site's market share in the face of increasing competition in the eBay-dominated market.
The campaign builds on the brand campaign launched in April for Sensis-owned Trading Post, and works to celebrate the excitement of buying and selling online.
Kellie Cordner, Trading Post group marketing manager, said the brand has been around for four decades, but it made its foray into online auctions just four months ago.
“The timing of this campaign has allowed us to gradually build inventory and respond to customer feedback to make for a good shopping experience,” Cornder said.
Kellie Lennon, general manager Melbourne of Publicis Mojo, said developing two TVCs has enabled the agency 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,” Lennon said.
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