eBay UK has launched its new campaign, ‘Built Different’, celebrating a range ofdifferent eBayers from amateur DIYers to passionate tinkerers who all use eBay to repair, build and up-cycle the vehicles they love. Created with lead partner agency DEPT®, the campaign aims to inspire motor enthusiasts to do more for themselves by showing the results of the moment it all just…clicks. Whether your passion is fixing cars, building classic motorcycles, or if you’re just looking for that hard-to-find socket set, eBay is the destination where enthusiasm is fuelled and rewarded.
Created with six unique stories, each delivering a consistent and broad-reaching through-the-line message to motoring enthusiasts and DIYers alike, 'Built Different' follows a group of people who can see potential in a hunk of metal, turn waste into wonder, and breathe new life into the unloved and wonky.
The campaign promoting its Parts and Accessories vertical was created by DEPT® and produced by PRETTYBIRD and is now live across the UK, including Cinema, TV, Video on Demand, a full digital and social campaign, and on-site. Alongside this in partnership with EssenceMediacom, eBay are sponsoring some of the key motorsports events in the UK, including British Super Bikes, the British Motor Show, German Car Fest, Pistonheads, JapFest, Ford Fair, and Goodwood Festival of Speed. Combined with the sponsorship of UKTV’s Dave motoring content and the Eurosport coverage of British Superbikes, eBay are ensuring the ‘Built Different’ message reaches motor enthusiasts across the UK.
Maria Betes, head of brand strategy, eBay UK: “There’s nothing quite like fixing things yourself, so we’re excited to shine a light on those that transform broken into new, with a little help from eBay. Especially the motoring fans, they really are unstoppable in their quest to find just the part that gets them going.” Bel Moretti, Creative Director, DEPT®: “Our eBay campaign was inspired by actual platform stories - big and small. It’s no secret that we have become a little complacent when it comes to looking after what we have. So it felt like the perfect time to celebrate the ones that do and hopefully inspire the ones that could.” Robert Wilkins, Director, PRETTYBIRD: “I love the tagline for this campaign ‘Built Different’ it’s a state of mind we can all appreciate, and gave a great opportunity to introduce a wonderful, warm, and rich cast of characters. We had lots of fun with our camera angles and hopefully can inspire the tinkerer in all of us.”
