In With The New

With the help of Special Wellington, Trade Me has launched a new brand platform. One that aims to inspire Kiwis to chase what they want – whether that’s a new home, hobby or job.

Trade Me started as a place to sell your old stuff, or buy someone else’s old stuff, or exchange your old stuff for different old stuff. But, while it’s not the Trade Me it was all those years ago, people’s perceptions haven’t moved on. For most Kiwis, it’s where that haunted washing machine that can open a doorway to an alternate dimension was listed. Or where you might find a stuffed possum, driving a pink convertible.

Those kinds of listings can still be found on the site and hopefully always will be. But the modern Trade Me has grown to become so much more – it’s the best place to find a new job, a new home and all the brand-new stuff to fill it with. You can basically buy a whole new life there.

The ‘In With The New’ platform launches with a hero TV spot, which tells the story of ‘Kim’, a Kiwi embracing the opportunities on offer at Trade Me. As she walks through Trade Me’s ‘New Life Store’ she steps in and out of the possible lives she could lead as easily as stepping in and out of a range of dioramas. Each room offers the chance to try out a different job, home or new goods that could be part of her new life. You could be a chemist, a florist, a truckist – there’s no end to the lives you could lead.

Created in partnership with Matt Kingston (Time & Place) and MBM, the new look and tone of Trade Me is strikingly modern and brimming with attitude, excitement and optimism. A brand image fitting for a business that offers inspiring and meaningful life changes to everyone in Aotearoa. New hobbies and passions, new homes and lifestyles, new careers and side hustles – whatever you want to be, the makings of it can be found on Trade Me.