Trade Me invites Kiwis to try on a new life in new brand relaunch via Special Wellington

With the help of Special Wellington, Trade Me has launched a new brand platform. One that aims to inspire Kiwis to chase what they want – whether that’s a new home, hobby or job.

 

Trade Me started as a place to sell your old stuff, or buy someone else’s old stuff, or exchange your old stuff for different old stuff. But, while it’s not the Trade Me it was all those years ago, people’s perceptions haven’t moved on. For most Kiwis, it’s where that haunted washing machine that can open a doorway to an alternate dimension was listed. Or where you might find a stuffed possum, driving a pink convertible.

Those kinds of listings can still be found on the site and hopefully always will be. But the modern Trade Me has grown to become so much more – it’s the best place to find a new job, a new home and all the brand-new stuff to fill it with. You can basically buy a whole new life there.

The ‘In With The New’ platform launches with a hero TV spot, which tells the story of ‘Kim’, a Kiwi embracing the opportunities on offer at Trade Me. As she walks through Trade Me’s ‘New Life Store’ she steps in and out of the possible lives she could lead as easily as stepping in and out of a range of dioramas. Each room offers the chance to try out a different job, home or new goods that could be part of her new life. You could be a chemist, a florist, a truckist – there’s no end to the lives you could lead.

Says Sally Feinson, brand, marketing and communications director at Trade Me said the team were delighted to have kicked off 2023 with the launch of ‘In With The New’.

“The new platform marks a necessary re-set moment for our brand. It symbolises our bold intention to think and do differently. The fresh and somewhat unexpected style of the campaign is designed to encourage people to rethink their perception of us. And when they’re thinking about the year ahead and what their version of ‘In With The New’ looks like, that they turn to Trade Me. We’re thrilled with the collaborative and ‘can-do’ attitude from Matt Kingston, at Time & Place, the Special and MBM teams, and hope that audiences all around the motu will love the work as much as we do!”

Says Matt Barnes, lead business partner at Special Wellington: “Trade Me has been a cornerstone of our office from the get-go, so we’re very proud to launch this work with one of our foundational clients.

“The intention of this office was to bring new, creative, ambitious thinking to Wellington and we’re honoured to be trusted with the evolution of this much-loved brand that touches all of Aotearoa. Thank you to our fantastic client partners at Trade Me for the collaboration along this journey and here’s to something that’ll work its socks off for the business.”

Created in partnership with Matt Kingston (Time & Place) and MBM, the new look and tone of Trade Me is strikingly modern and brimming with attitude, excitement and optimism. A brand image fitting for a business that offers inspiring and meaningful life changes to everyone in Aotearoa. New hobbies and passions, new homes and lifestyles, new careers and side hustles – whatever you want to be, the makings of it can be found on Trade Me.

Says Jonno McMahon, ECD, Special: “It’s all exciting and new. A new partnership, new brand line, new campaign, selling a new life by way of new jobs, new homes, and all the new stuff to fill it, like a new smartwatch or five. This entire project has been extremely rewarding to work on with Sally and her collaborative and ambitious team at Trade Me, along with the talented Danny Cohen and Division, as we help shift perceptions and launch this important brand transformation for such an iconic Kiwi brand.”

‘In With The New’ launched on January 16 and will play out across TV, OOH, social and digital channels.

Client: Trade Me
Brand, Marketing and Communications Director: Sally Feinson
Classifieds Marketing Director: Emily Turnbull
Senior Marketing Managers: Sarah O’Leary, Nicola Owen and Tina Narsey
Marketing Managers: Nik Pearson, Julie Mayer and Jordan Legros
Designers: Caleb Carnie and Iris Wood
Creative Agency: Special Group Wellington
Strategy Director: Matt Kingston
Production Company: DIVISION
Director: Danny Cohen
MD / EP: Genevieve Triquet
Executive Producer: Natasha Gill
Producer: Jimena Murray
DOP: Marty Williams, Maria Ines Manchego
Production Design: Guy Treadgold
Editor: Julian Currin
Grade: Matic Prusnik
Online & VFX: Blockhead
Sound and Music: Craig Matuschka, Liquid Studios
Media Agency: MBM
Photography: Match Artists
Photographer: Ross Brown
Retouching: SixtyFour – Jason King