eBay will encourage Gen Z to share a picture on Twitter of a preloved item they can’t seem to part with, along with tagging @eBay_UK. eBay will then respond by “sassing back,” aiming to help Gen Z realize how silly it is they’re still holding onto these unused items and get them to sell their items on eBay, and learn to just let it go.
eBay will create a special Snapchat filter that generates an offensive quote after recognizing an item through the phone camera. The offensive quote will come from the items, chiding the users for holding onto them for so long.
eBay will gift users their own personal NFT commemorating items they sold, however, these NFTs will mock you for needing one in the first place. Users can view their and others’ personalized NFTs in our AR 360 museum on their phones. You can enjoy the museum by panning your phone around the room, which will allow you to pan in the AR museum.
Description
Problem: In the UK, Gen Z favors eBay’s competitors when selling second hand
Insight: People are scared to let things go, even if they know they won’t use them again
Solution: Give Gen Z a snarky shove to make them realize it’s time to let go of their old items on eBay
This student campaign titled 'Just Let It Go' was published in United States in March, 2023. It was created for the brand: ebay, by ad school: S.I. Newhouse School of Public Communications. This Integrated medium campaign is related to the Retail Services industry and contains 7 media assets. It was submitted almost 2 years ago.
Credits
School: S.I. Newhouse School of Public Communications
Art Director: Victoria Aragi
Copywriter: Kayla Beck
Instructor: Mel White
