Trade Me have launched a new brand campaign, celebrating the weird and wonderful listings on their iconic platform. The campaign, titled ‘There’s someone for everything’ highlights the fact that no matter what you’re selling on Trade Me, there’s someone out there who’ll love it.
Launched during the All Blacks’ first game of the Rugby World Cup, the campaign kicked off with duel 30 second spots for Trade Me Motors and Trade Me Property and is now running across social and OOH.
In each, a buyer and seller describe an item being listed. Both use the exact same language as each other – with the only difference between them being the tone of voice they use. The seller speaks in muted tones and has clearly moved on from the item they are selling. The buyer talks excitedly, rapt to find the item on Trade Me.
“And…the gear stick’s a snake” mutters the middle-aged seller of a racy muscle car, whilst rocking a pram in the Motors spot. “And the gear stick’s a snake!!!” shrills the car’s young buyer, hardly able to contain his excitement.
Trade Me’s Chief Customer Officer Regan Savage says, “We love this new campaign because it captures the experience of buying and selling on Trade Me, with all the quirkiness of real life. The team have brought a really nice amount of humour to this work too, and it helps demonstrate Trade Me’s role as a very useful and fun part of Kiwis’ everyday lives”.
Colenso BBDO’s Chief Creative Officer Levi Slavin says, “I found my house, car, guitars, and children on Trade Me. I found my life on there. So, it has been a real honour to create a new portfolio of work for such an iconic Kiwi brand.”
This campaign was directed by Dave Wood and Goodoil Films, and marks the first work released with Clemenger Group agencies, Clemenger BBDO and Colenso BBDO, as the two Trade Me brands work together to further cement Trade Me as a place that has ‘someone for everything’.
Client: Trade Me
Brand Marketing Manager: Sarah O’Leary
Brand Campaign Manager: Caroline Brown
Acting Chief Customer Officer: Regan Savage
Agency: Clemenger Group
Production Company: Goodoil Films
Director: Dave Wood
Producer: Lee Thompson
Editor: Simon Njoo
Sound Design: Liquid Studios
Photographer: Troy Goodall
Media Agency: MBM