eBay Second Hand Contest Ended

Show us why second-hand items are the smartest buy!

Start April 24, 2014 End May 18, 2014 23:59 UTC Deliberation Results July 2014
Start
April 24, 2014
End
May 18, 2014 23:59 UTC
Results
July 2014
Brief

Context

Think of something you have wanted to buy for a long time: sports equipment, a branded handbag or a high end smartphone. You want it, but it’s too expensive…

Now imagine that, thanks to eBay, it could be yours for a lower price than its selling price.

Let’s say you have a passion for sailing. Summer is coming and you can't wait to take your friends out on your boat, but you need a new winch. Did you know that you can get the one you’ve always wanted directly from eBay? You can upgrade and buy it because it’s second hand and still in great condition. What a smart buy! You would be so proud of this deal, and so happy to install that wonderful winch on your boat.

What eBay offers is unique (but has fallen into oblivion): by buying second-hand goods, smart buyers can enjoy high value items, without breaking the bank! They can express themselves perfectly because they can afford what they want! Not to mention the fun people have when exploring eBay…

eBay believes second-hand items, and consumer-to-consumer shopping is up-to-date!

They would like to see as many creative illustrations as possible of the idea that second-hand shopping is smart and something to be proud of. We are not only looking for a great creative idea, but also how it can be applied in real-life and on-line. 

Creative Challenge

Find an inventive and unique way to express the value of second-hand items -through a print-ad; and imagine how your idea can be rolled-out in real life and on-line.

Your print-ad must materialize an idea that is out-of-the box and comprise:

  • a key visual that shows the value of eBay and second-hand items,
  • a catchy tagline that sums-up your creative idea. 

Important: On top of your illustration, you shall detail, on a separate page of your entry, how your idea would be implemented beyond this visual expression.

You can think of events that happen “in real life”, temporary installation, sponsorships, launch of eBay branded products and on-line events: social network competitions, games, fan pages, hashtags, etc.

We are not looking for standard communication campaigns; we would like you to surprise us with clever and original ways to communicate about second-hand and eBay. Ideally it combines offline and on-line activities.

In terms of the items you can feature, please use for example sport items, clothes, tech, designer furniture, etc. Anything your feature must be of good quality and something of value!

Avoid showing niche and very rare collectibles, nor very cheap and mundane items.

Your campaign should appeal to open-minded male and female online shoppers, aged between 20 to 40.

TIPS:

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

Start by thinking about the meaning and the value of buying second-hand goods. What is so smart about it? Why do you think it is the future of shopping?

A good idea could be to link second-hand shopping to the "second wind" phenomenon. This is what happens to an athlete who suddenly finds an amazing energy although he was out of breath and tired. 

The advert could show a nice fixie bike, passing from owner to owner, that finds a second wind and new energy to live a second existence with a new owner.

This concept could be developed as a temporary facility where eBay employees would welcome people to bring items that they don’t want anymore, repair them or refurbish them, in order to let people sell them on eBay. There could also be a Twitter campaign where people who buy second hand would hashtag #secondwind and discuss what they bought. There could be an Instagram challenge to take pictures of second hand items you buy. eBay would identify the most active smart buyers and send them badges that they could then proudly wear.

Prizes

Jury's Prize

  • #1 Prize €4,000
  • #2 Prize €2,000
  • #3 Prize €2,000
  • #4 Prize €1,000
  • #5 Prize €1,000

Format

Images, illustrations and text (3 pages max. PDF only) 

Winning Criteria

eYeka will only accept entries that not only find a brilliant creative idea, expressed visually, but also those that suggest the best mechanics to support this idea off-line and on-line. eBay will pay great attention to the depth of the thinking behind your idea.  The quality of the visual itself is not the top winning criterion.

Guidelines

Guidelines for this contest

  • Only entries that have a key visual with a tagline and one or two pages of text about the deployment of the creative idea will be accepted.
  • Don’t be negative about second-hand. It’s not for poor people.
  • Avoid environmental and sustainable development considerations, like saying that second-hand is only good for the environment.
  • Don’t show only niche and very specific items or very low-value items.
  • Entries should be in English.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.