eBay France Digital and PR Pitch

Xmas 2012

Funk ad'gency

Why Xmas?

• A key period for purchases.

• Increasing expenses every year (+1,9% between 2010)

• Will to please people.

• Avoid xmas In Store rush

The target

• The "modern family". (couples without children, step parents, and other kinds of couples)

The "needs"

• eBay.fr a value as strong as Santa Claus.

• Reach everyone in France

• Expose the purchase process

• eBay's wishlist as the key element of the Campaign

How to reach the target? 1/2

• A viral video as a teasing of the campaign

• A Facebook link

• A contest on the website eBay.fr homepage

• Digital ad space purchase (banner to insert the teaser): Fashion, Hi-tech, Interior Design magazines, specialized blogs, search providers(google, yahoo, bing et MSN) and also Social Media such as Facebook.

• A PR Event: The event will regroup national and local press, and specialized magazines journalist and bloggers

How to reach the target? 2/2

The "Big Idea"

Santa's on holidays, he leaves his job to eBay.fr

The contest• Facebook and eBay homepage

• The concept: Clues on "where is Santa" will be posted on the Facebook page. The 5 first people finding the right place will have to send their answer through the website. These people will be offered €1,500 as a wishlist to spend on eBay.fr.

Contest

The teasing?

Santa goes on holiday, he leaves a video message on the internet:

"On holiday till January 1st, for any querries please contact eBay!!!"

The script

Viral: We can see Santa emailing the following

address: all@santa.com On holiday till January 1st, for any

querries contact eBay.fr

Timeline

Xmas

2 months before xmas

Beginning of the

campaign

W1 Teasing

W2-W5 Clues

W6 Revealing

of the winner

The Budget...• Gifts: 5 wishlist of €1,500 for each of the 5 winners

• Viral: €15,000€ to €20,000

• Digital Ad Space: €100,000

• 1 PR Event (National+Local press) and another for the bloggers: €19,000

• Agency Fees: 10% of the total: €13,900

• Total + Fees: €160,000