72andSunny Amsterdam assists launch of major eBay brand campaign

72andSunny Amsterdam and eBay have allied to bring a major global brand campaign to the UK market.

The "fill your cart with colour" campaign was first introduced in the US in June and has now debuted in Britain with the airing of a 40-second TV commercial that highlights the wide variety of products available through the online marketplace.

Previous eBay brand campaigns were run on a local basis across different markets, but the retail technology firm is now embracing a unified approach, with 72andSunny Amsterdam creating broadcast material and MediaCom managing media buying and planning.

Gareth Jones, eBay's senior director of marketing, said: "What we started to get a better grasp of towards the end of last year is that there were a number of consistent consumer truths that glued all our global marketplaces together."

As with other territories, the UK campaign features a number of local influencers, including patissier and chef Eric Lanlard, endurance cyclist Laura Scott, and musician and footwear enthusiast James Massiah.

The UK launch will be followed by further rollouts in Germany, France, Italy, Spain and Australia.

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