eBay “Promise”

eBay's 'lookalike' newspaper ad that takes aim at David Jones gets mixed results.

Key findingseBay "Promise"

eBay have used a ‘lookalike’ creative strategy as an interesting way to make competitive claims against a major retailer.

Some aspects of the ad have worked well; many respondents found the ad helped them to re-appraise their perceptions of eBay which is an important step in gaining new customers.

Some aspects worked less well; some respondents found the ad cluttered and message comprehension was low.

On balance better results for most retailers have been achieved by developing their own campaigns with clear branding and a distinctive positioning.

See the David Jones “Promise” newspaper ad and the Creative Benchmarking results.


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