eBay is running a new advertising campaign with the tag line, “When it’s on your mind, it’s on eBay,” focused on on-demand shoppers who prefers to shop anywhere, anytime with a mobile device. The campaign aims to prime the market for what will be eBay’s largest mobile shopping season ever as the company continues to innovate and enable consumers to shop how they want, when they want.

In a business meeting, a man finds himself being the only one in the room without a tablet computer. While his co-workers relentlessly rib him, he uses his phone’s eBay app to buy a tablet of his own.

The On Your Mind campaign targets shopping enthusiasts in categories such as fashion, motors and electronics where eBay delivers personalized, custom experiences to help shoppers discover the top brands, retailers and products they want, at prices they want. Shopping enthusiasts use mobile devices to shop more than any other category of shopper. Sixty percent of fashion enthusiasts and 65 percent of electronics enthusiasts own smartphones, compared to less than 30 percent of the general public. eBay research has shown that these shoppers appreciate the excitement of the eBay marketplace and like to shop on eBay at the moment inspiration strikes.

Using the simple call to action, “Buy it new. Buy it now,” the campaign reinforces the shopping experience on eBay today. Sixty-two percent of the more than 200 million live listings at any given time are fixed price and 70 percent are new products. Mobile sales on eBay are expected to exceed $4 billion by the end of 2011, and eBay’s suite of mobile applications have been downloaded nearly 50 million times, with one purchase made every second through mobile, showing a strong demand for shopping on the go. In fact, a pair of shoes is sold on eBay every nine seconds and 2,000 cars are sold every week on eBay’s core iPhone apps.

The campaign is fully integrated, blending new and traditional channels including TV, outdoor display and social media. Outdoor displays ads will be seen in New York, Chicago, San Francisco and Los Angeles starting October 17. Street-level outdoor executions of the ad campaign will use custom Quick Response (QR) codes that can be accessed using eBay’s RedLaser mobile scanning technology. This will allow consumers to shop for products on the spot, whether in a train station or outside a pedestrian shopping area. QR codes will lead to custom eBay landing pages featuring great shopping finds for all shopping enthusiasts.

Online ads will consist of takeovers on YouTube and Yahoo! and banner placements on Mashable, eHow, The New York Times, SF Gate, InStyle and Pandora.

Credits

The On Your Mind campaign was developed at Venables Bell & Partners, San Francisco.