ebay france
Post on 17-Jun-2015
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eBay France Digital and PR Pitch
Xmas 2012
Funk ad'gency
Why Xmas?
• A key period for purchases.
• Increasing expenses every year (+1,9% between 2010)
• Will to please people.
• Avoid xmas In Store rush
The target
• The "modern family". (couples without children, step parents, and other kinds of couples)
The "needs"
• eBay.fr a value as strong as Santa Claus.
• Reach everyone in France
• Expose the purchase process
• eBay's wishlist as the key element of the Campaign
How to reach the target? 1/2
• A viral video as a teasing of the campaign
• A Facebook link
• A contest on the website eBay.fr homepage
• Digital ad space purchase (banner to insert the teaser): Fashion, Hi-tech, Interior Design magazines, specialized blogs, search providers(google, yahoo, bing et MSN) and also Social Media such as Facebook.
• A PR Event: The event will regroup national and local press, and specialized magazines journalist and bloggers
How to reach the target? 2/2
The "Big Idea"
Santa's on holidays, he leaves his job to eBay.fr
The contest• Facebook and eBay homepage
• The concept: Clues on "where is Santa" will be posted on the Facebook page. The 5 first people finding the right place will have to send their answer through the website. These people will be offered €1,500 as a wishlist to spend on eBay.fr.
Contest
The teasing?
Santa goes on holiday, he leaves a video message on the internet:
"On holiday till January 1st, for any querries please contact eBay!!!"
The script
Viral: We can see Santa emailing the following
address: all@santa.com On holiday till January 1st, for any
querries contact eBay.fr
Timeline
Xmas
2 months before xmas
Beginning of the
campaign
W1 Teasing
W2-W5 Clues
W6 Revealing
of the winner
The Budget...• Gifts: 5 wishlist of €1,500 for each of the 5 winners
• Viral: €15,000€ to €20,000
• Digital Ad Space: €100,000
• 1 PR Event (National+Local press) and another for the bloggers: €19,000
• Agency Fees: 10% of the total: €13,900
• Total + Fees: €160,000
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