To draw a clear distinction between the eBay and eBay Classifieds portals, both owned by the same Group. Although substantially similar, the main feature of eBay Classifieds is being able to close a sale easily by meeting the buyer in person.
An opening front door, putting buyers and sellers in contact for each sale.
The creative work for the TV campaign, with 4 subjects, focussed on moment when the front door opens and the buyer and seller meet. We chose to assign the main role to testimonials, not only because of their established image, but as users of eBay Classifieds, increasing the brand's credibility.