Overview

Over the last three years, JOAN’s partnership with eBay has been marked by innovative strategies and impactful campaigns. In 2023, we were tasked with revitalising eBay Motors' presence in key global markets, specifically the US, UK, and Germany. The challenge was clear: confront lagging awareness and consideration for eBay Motors.

Challenge

In the automotive category, there’s always a desire to improve, while avoiding uniformity in a category where our eBay Motors enthusiast audience doesn’t want to just have the best, they want their car to represent them and their personality.  

We needed to craft a compelling new campaign for eBay Motors, one that not only addressed the functional aspects of eBay's parts and accessories vertical but also provided an emotional north star—the "why" behind choosing eBay Motors. 

This dual focus aimed to resonate deeply with consumers, establishing a meaningful connection while showcasing the practical benefits of eBay's extensive offerings in the automotive sector.

Insight

In a world where the latest car models often steal the spotlight, automotive enthusiasts face the dual pressures of staying current and managing the rising cost of living. This eBay enthusiast audience understands that real car culture will always be a celebration of the creativity, passion and effort, rather than about having the newest car.

Strategy & Approach

For our eBay Motors campaign, we set out to connect with automotive enthusiasts who believe that their passion and a bit of elbow grease do more than just keep their cars running—they make their cars truly exceptional. 

Our goal was to position eBay Motors as a space for our enthusiasts to preserve the cars they love and culture they’ve worked so hard to build.

To achieve this, we built this campaign for auto enthusiasts BY auto enthusiasts. Conveying that eBay Motors is not just a marketplace for parts and accessories, but a partner in making the car better than new. A partner that helps "Keep Your Ride-or-Die Alive". 

Focused on the profound bond between people and their cars, our campaign emphasised the unique value of eBay Motors in helping enthusiasts improve their cars by highlighting the extensive range of parts and accessories available on eBay - showing the platform is integral to the journey of transforming and maintaining their ride-or-die vehicles.

We leveraged emotional storytelling to elevate the brand's stature, celebrate the love and effort enthusiasts pour into their cars and drive consumer engagement. 

Solution

We payed homage to our audience - the true auto enthusiasts - who go the distance to keep their ride-or-die alive. Because the best cars, they’re not bought. They’re built.

The campaign spotlights real owners of muscle cars, off-roaders, low-riders and drift racers, celebrating the diverse community and their dedication to keep their vehicles running. 

Directed by the duo Cliqua, who are a wholly embedded part of the car community and known for their impressive track record in music videos, the campaign illustrates car owners’ dedication to keep their vehicles running. The sound of UGK's emotional "International Players Anthem (I Choose You),” builds on the theme of car owners’ love, alluding to the heart-pounding exhilaration of the perfect ride.

Ultimately, eBay Motors empowered the love between people and cars, inspiring auto-enthusiasts everywhere to keep their ride-or-dies alive. 

The campaign ran across broadcast, OLV, CTV, streaming audio, digital and social with imagery highlighting real car enthusiasts putting real work and love into their vehicles.