Special, Darkhorse, MBM and TRA have teamed up on a new campaign announcing the end of Success Fees for casual sellers on Trade Me Marketplace.
Titled ‘Goodbye, things,’ the omichannel campaign is anchored by a hero AV, directed by Trevor Clarence and produced by The Sweetshop.
Composer Cam Ballantyne and Special rewrite the James Blunt tune, Goodbye My Lover, to provide the soundtrack as Kiwi clear their clutter and sing goodbye to items they’re ready to sell.
Say it with a wink
Trade Me’s head of marketplace Lisa Stewart says: “We knew that permanently removing the 7.9% Success Fee casual sellers have traditionally paid was something to sing about.
“We enlisted a village of experts, who agreed that, sometimes, the best way to say something meaningful is to say it with a wink.”
“Special developed the campaign strategy, creative concept and production with The Sweetshop, with TRA’s insights informing and guiding the development journey. Darkhorse has brought it to life for social, and MBM and TRA are making sure it reaches the right audience. With our agency village’s combined talents, Trevor’s comedic touch and Cam’s catchy melody, we hope that Kiwi will be listing – and whistling – up and down the motu,” Stewart adds.
More native content on the way
‘Goodbye, things’ will go live across linear TV, online video, social and outdoor.
A group of Kiwi creators have also been tapped to bring the news to life, while Trade Me’s mascot, Kev the Kiwi, will join in 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.
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