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EBay launches "Fill Your Cart With Colour"
Jun '17
EBay has launched a new brand platform “Fill Your Cart with Colour" which integrates an enhanced and more personalised eBay shopping experience including a reimagined homepage responsive to each user's interests. The platform uses artificial intelligence and machine learning technology to give shoppers tailored recommendations unique to them.

Today's shoppers are yearning to be themselves in the sea of sameness that is traditional retail. A new study conducted by eBay found that nine in 10 Americans (93 per cent) want the things they buy to reflect the "real them," and eBay is echoing this growing sentiment with the launch of "Fill Your Cart With Colour." The rallying cry, developed with eBay's new global creative agency 72andSunny Los Angeles, reflects the essence of the eBay brand - celebrating individuality and self-expression - and highlights all the ways eBay enables anyone to shop vibrantly, break away from the "beige" conformity of traditional commerce, and live colourfully.

"Fill Your Cart with Colour" is a new brand platform for eBay, kicking off with a new TV spot followed by an approach that will live across TV, cinema, OOH, display and social. Leveraging artificial intelligence and machine learning technology, shoppers receive tailored recommendations across all categories with each new site visit, and an inventory mix that's truly unique to them.

"Individuality and self-expression are at the heart of the eBay brand, delivered through an extraordinary breadth of inventory from around the world. As consumers pursue their passions and reject conformity, both in commerce and culture, 'Fill Your Cart With Colour' celebrates the things that truly make people unique, and connects to what people love about eBay, from new and unique items to personalised experiences. Now, more than ever, eBay empowers people to find exactly what they love and express who they are," said Karl Isaac, vice president of Global Brand at eBay.

To create eBay's new brand platform, 72andSunny Los Angeles commissioned three directors to capture what makes eBay different. The directors, whose resumes include feature films, music videos and creative work for top global brands, are Bridget Savage Cole, Josh Nussbaum and Director X. These esteemed creators each shot their component of the spot separately, in Chicago, Los Angeles and New York, respectively.

"eBay is built on the diversity of the buyers and sellers that make up our marketplace - they create a rich and dynamic environment for commerce that is unmatched in possibilities. "Our priority as a business is to marry our streamlined, personalised shopping experience with our unparalleled selection of inventory to meet the evolving needs of millions of shoppers - uniquely enabling them to shop the products that they love," said Suzy Deering, chief marketing officer for eBay North America.

The new creative also captures real, vibrant people - from a celebrated artist, to a sneaker aficionado, to one of the country's most sought-after fly fishing guides - sharing their real passions, personality, and perspectives. Each highlights selections from eBay's cross-category merchandise and just a few of the ways shoppers can use eBay to find what's perfect for them.

"Real people curate their lives with a spectrum of things, and it's impossible to script that, it has to be captured in the moment. "We took a completely different production approach, collaborating with multiple directors to show real people, their passions, interests and hobbies, and how they express themselves with what they shop for," said 72andSunny executive creative director and partner Matt Murphy. (SV)

Fibre2Fashion News Desk – India

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