Trade Me on mission with launch of new ‘Life Lives Here’ campaign via DDB New Zealand
Trade Me has launched a new brand campaign, Life Lives Here, intended to highlight those slice-of-life moments that thousands of Kiwis experience through the site every day.
The campaign, produced by DDB New Zealand, following a successful pitch earlier this year, will be supported through TV, outdoor, digital and social channels.
For Trade Me, this new brand direction has been a long time in the making, driven by a desire to foster a stronger emotive connection with the brand among the legion of New Zealanders for whom it is an invaluable daily destination.
DDB chief creative officer, Damon Stapleton, says the campaign serves to remind people of what they knew already, but had become inured to: “Over the years, Trade Me has been a big part of hundreds of thousands of people’s lives. It’s where you found your new flat, your new house, your new job — maybe it’s where you found the suit you wore when you proposed to your wife,” Damon enthuses. “We want to celebrate these stories and show that life really does live here.”
Trade Me marketing director, Dan Ferguson, says he is thrilled with the new campaign and says it’s inspired by the diverse member stories which have been a key part of Trade Me’s success: “Working with the fantastic team at DDB, we wanted to remind Kiwis why they fell in love with Trade Me, and bring to life the idea that behind every search there’s a story.”
Agency: DDB Auckland
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director / Art Director: James Connor
Creative Director / Copywriter: Christie Cooper
Senior TV Producer: Rosie Grayson
Production Company: Goodoil Films
Director: JH Beetge
Producer: Llew Griffiths
Executive Producer: Sam Long
DOP: Shelley Farthing-Dawe
Editor: Jess Mutascio – The Editors
Online: Blockhead
Production Design: Guy Treadgold
Music: Peter van der Fluit – Liquid Studios
11 Comments
Nicely done.
Saw it last night – didn’t like it.
But, since I’m in a forgiving mood I thought I might give it a second chance.
Nah. It’s a concept mood board made into a TV ad using (what looks like) stock footage. The V/O doesn’t help along with the stock library music.
It’s a great ad for stock libraries.
That’s why you’re a self proclaimed planner, ‘struttegy’, you’re all big dick logic and not one jot of instinct as to what moves people, my mum loved this and, my mum is so more important than you.
Can’t wait to see the wider campaign
‘Strategy’ nailed it – strategy as a tv idea. Doesn’t make me smile. It’s worthy.
https://www.youtube.com/watch?v=6U16XShROI8
https://www.youtube.com/watch?v=Taq6U97uqvE
I guess my comments mean zero now that I’ve viewed ‘Just Sayin..’ and MK’s links.
Oh dear. Oh dear, oh dear, oh dear…
Scrap that ad from any potential awards list, Mr Mowday.
Insight free feel-good bullshit. The story ends as soon as the item hits Trademe – That’s why I’m selling. Maybe a new story starts again once I take it home. But do I really want to know what the previous owner got up to in their scodie old armchair? Do I really want to bring a haunted armchair home full of other people’s stories? Nah.
Really? The Facebook ad about ‘people are like chairs’ (WTF?) is the same as the TradeMe Ad about the attachment to the pre-loved life of a chair because, in a burst of chair-splintering genius, both feature a chair? Oh kill me, someone kill me! Chair equals chair. Oh dear GOD, strategy is supposed to be synonymous with thinking.Oh, sweet effing Jesus, oh inner torment of the soul, do you suppose strategy actually works as a a strategist? Nooooo! Pass me forthwith please the leg of that discarded Freedom Chair in that delightfully safe shade of North Shore approved ‘mushroom beige’ for I wish to impale my very soul upon it forthwith!
Can’t help wondering why an online business that has a virtual monopoly on a massive market and no competition is spending any money at all on TV advertising.