Close
 

Trade Me puts the 'love' in pre-loved with its new ad campaign

  • News
  • July 13, 2016
  • Holly Bagge
Trade Me puts the 'love' in pre-loved with its new ad campaign
The online trading platform attempts to provide the “slice of life moments that thousands of Kiwis experience through the site every day”, a release says.

The TVC highlights the fact that behind every transaction is a person and therefore a story. In one example the banal chair is used to demonstrate what an object can mean to different owners: whether it's destined to be used to drink tea on, dance on, sleep on, be pushed over at a punk concert or have wheels added to its frame and turned into a go cart (of sorts).

The release says a more emotional direction has been a long time in the making for the online marketplace, and that the latest campaign is 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.

Trade Me marketing director Dan Ferguson told StopPress that for ages the Trade Me brand has developed organically, based primarily on gut feel and instinct. "However, as we’ve ramped up our marketing efforts in the different parts of our business, we’ve seen the potential risk for things to get a little confusing for our audience. We’ve also done a heap of research – talking to our staff, our members, our clients – to better understand how the Trade Me brand is perceived by our members and New Zealand," he says.

"Turns out, that Trade Me is much more than just a place to ‘buy and sell’. This campaign builds on these findings, and zeroes in on the multi-faceted role Trade Me plays in the lives of New Zealanders."

He says during shooting an abundance of watermelons were destroyed – and that there was a lot going on with about 60 scenes filmed across 10 locations. 

"Behind the scenes at our end, we’ve also had stories land, including one from a bloke in Canterbury who has built a house with almost everything involved sourced via Trade Me. It’s constantly humbling and awesome to see how our members use the things we’ve made over the years – we know there are so many stories here."

The armchair sure goes through a lot in the ad, we joked, but Ferguson assures this won't put people off.

"Since its inception Trade Me has helped extend and renew the life of items, so we don’t think this will be offputting. The armchair in question is here at the Trade Me office in Wellington. Keep an eye out for it onsite at some stage too."

This isn’t the only move Trade Me has made to refresh its persona, just last week it unveiled a new logo, replacing its logo for the first time in 16 years with an updated version of Kev the Kiwi.

In an announcement about the new logo on its website said the brand had grown organically since Sam Morgan founded the company in 1999, and it had recently done a bunch of work to better understand how its perceived.

“We wanted to develop our brand, make it more consistent, and make sure we’re protecting and nurturing it the best we can.”

The announcement said it reconsidered what the logo represented. “As you can see, the new edition keeps Kevin the blue kiwi at centre stage. We love Kev, he’s an important part of our history and our future,” the announcement said

“Kevin emerged from the pen of Trade Me staffer Nigel Stanford all those years ago, and was named by another staffer, Rowan Simpson. Trade Me members noticed the file name for the logo was “kevin.gif” – and Kevin was born,” the announcement said. 

“Like us, Kev has grown up over the last 16 years. We felt he needed to evolve to better reflect the contemporary Trade Me and where we’re headed next.”

DDB chief creative officer Damon Stapleton says the campaign serves to remind people of what they know already.

“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,” he says

“We want to celebrate these stories and show that life really does live here.”

The campaign will be supported through TV, outdoor digital and social channels.

Emotional storytelling has become an integral way for brands to reach out to their target audience. Momentology says consumers are no longer being presented with products, instead with “a vision of what that brand means for consumers and how they feel”.

Momentology also points to a study published in Psychology Today by Antonio Damasio, Professor of Neuroscience at the University of Southern California. The study says fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).

Hell, even the Briscoes lady has changed her approach

According to Trade Me’s full year 2015 annual report, its financials continue to be on the incline.

Last year, its revenue was up 11 percent to $199.7 million from 2014 ($180.1 million). EBITA was up four percent on 2014 to $13.4 milllion. In 2013, its revenue was $164.1 million.

Net profit after tax was up 0.1 percent on 2014 to $80.2 million (with underlying NPAT up three percent to $81.8m).

Chief executive Jon Macdonald said in the report, that 2015 had been a year of encouraging progress.

"We've been improving our products, making investments and strengthening our teams. Our efforts are starting to deliver returns, and we’re confident about the opportunities in front of us,” he said.

“We have continued to be careful and focused our resources and attention on areas where we expect the best return, in particular zeroing in on mobile, our ‘general items’ marketplace and Trade Me Property.”

He said he was confident there would be plenty of growth opportunities for Trade Me in the medium to long-term.

This story originally appeared on StopPress.
​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Direct sales: How multi-level marketing works

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: How multi-level marketing works

The $200 million-plus direct sales economy contains many lessons retailers can use. As part of a wider look at this thriving corner of retail, we created a quick explainer showing how this business model typically works.

Read more
 
 

Direct sales: Meet the upliners

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the upliners

We profiled different participants in the direct sales industry to find out what retailers can learn from them. Meet Isagenix distributors Adam Nesbitt and Bianca Bathurst.

Read more
 
 

Direct sales: Meet the business builder

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the business builder

As part of a wider story looking at what retailers can learn from the direct sales industry, we profiled Isagenix distributor Ben Frost.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
News

Leveling up: Exploring multi-level marketing in New Zealand

Is the $200 million-plus direct sales economy retail by another name or something different? Regardless, what can we learn from it?

 
 

A spectrum of retailers

  • Opinion
  • April 18, 2019
  • David Farrell
A spectrum of retailers

In recognition of April being Autism Awareness Month, retail commentator Dave Farrell considers the role of those on the spectrum in retail.

Read more
 

How on-trend is your retail business?

  • Sponsored Content
  • April 18, 2019
  • Sponsored content
How on-trend is your retail business?

New insights from Visa highlight five evolving trends emerging from savvy retailers around the world. We’ve taken these global trends and looked at how they are playing out with merchants in New Zealand, and we’d now like to hear what you think of them.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}