Trade Me Marketplace gives Kiwis something to sing about in new ‘Goodbye, Things’ campaign via Special NZ, DARKHORSE, MBM and TRA

An agency village consisting of Special NZ, DARKHORSE, MBM and TRA have collaborated to launch ‘Goodbye, Things’, a new campaign that celebrates the removal of success fees for casual sellers on Trade Me Marketplace.

 

The omnichannel campaign is anchored by a hero AV, directed by Trevor Clarence and produced by The Sweetshop. Composer Cam Ballantyne and Special NZ’s rewrite of the iconic James Blunt tune, Goodbye My Lover, provides the soundtrack as Kiwis clear their clutter and sing goodbye to items they’re ready to sell. That could be an unused treadmill, a gaming console and of course that clothing taking up space in the house.

Trevor Clarence is an award-winning director, known for the comedic approach he has brought to spots for some of the world’s biggest brands. Cam Ballantyne is a music and sound designer who works across film, commercials and experiential. James Blunt, of course, is a juggernaut of the early aughts and responsible for the original ballad that Goodbye Things tips its hat to.

“We knew that permanently removing the 7.9% Success Fee casual sellers have traditionally paid was something to sing about,” explains Trade Me’s Head of Marketplace Lisa Stewart. “We enlisted a village of experts, who agreed that, sometimes, the best way to say something meaningful is to say it with a wink.”

Goodbye Things will go live across linear TV, online video, social and outdoor. A social and influencer strategy wraps around the hero spot; a group of Kiwi creators have been tapped to bring the news to life, while Trade Me’s beloved mascot, Kev the Kiwi, will throw his beak into it too, creating native content for Trade Me’s social channels.

In addition to Success Fees, Trade Me is also singing goodbye to bank transfer as an online payment option, enhancing the safety and security of each transaction. Plus, purchases made through Trade Me’s payment platform, Ping, now have increased Buyer Production so if an item doesn’t turn up as described – or doesn’t arrive at all – buyers can be refunded up to $5,000. A tiered Service Fee based on the item’s value will be introduced for buyers when paying by Ping.

Client: Trade Me
Creative: Special
Media: MBM
Social: DARKHORSE
Research: TRA
Director: Trevor Clarence
Production Company: The Sweetshop
Composer: Cam Ballantyne

 

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