Chat With Your Ads
2dehands.be/Ebay Classifieds Belgium
Issue 43 | June 2017
Agency
Happiness FCB
Creative Team
Creative Directors Geoffrey Hantson, Philippe Fass, Pieter Claeys Creation Tom Galle Copy NL Caro Soons Copy FR Yves Donceel, Catherine Quadens Design Anna Touvron, Frederik Draulans, Lennert Vedts
Production Team
Digital Producer Tuyet Hoang Digital Production Bliss Interactive Head of Technology Thomas Colliers
Other Credits
CEO & Strategic Director Karen Corrigan Account Team Hans Smets, Valentine Reuse, Pieter Van Schil Client Petra Baeck
Date
April 2017
Background
2dehands.be by Ebay was Belgium's biggest second-hand store.
It was possible to sell just about anything on 2dehands.be.
As a market leader and with new kinds of competition coming up, like Facebook, 2dehands.be had three permanent challenges.
1. It had to innovate constantly and lead the way into creating new ways for people to sell their second-hand goods.
2. It needed to stay in sync with young people, as they were their future consumers.
3. It had to continue to help people sell their second-hand goods in the most effortless way.
Idea
The insight was that increasingly people use their social and peer-to-peer networks to get their second-hand goods sold. Rather than see this as competition, the idea was to embrace it. Perhaps the existing behaviour of sending stickers in online chats could be turned into a selling tool?
Chat With Your Ads was launched with the latest 1OS10 update. Available in imessage from the app store, it imported all the ads from your 2dehands. be account and automatically turned them into unique animated stickers.
When sent out, if the recipient tapped on a sticker, it took them directly to seller's ads.
Results
Campaign launched too recently for results to have been collated.
Our Thoughts
In the book I have just written (see pages 3-5) I wrote, "Invention is like a brick thrown into a pond. Someone had to throw it. But innovators watch the ripples and try to turn them into waves."
Stickers is an invention and here, in this lovely idea, Happiness has found a way to do something with them no-one else had thought of.
Serendipitously, Apple's latest TV ad, 'Sticker Fight', advertising the new iPhone 7, encourages even greater use of stickers, which should give this campaign a boost.