eBay launches marketing campaign for its price challenge activity

The website will use outdoor, radio and online marketing to promote its price challenge across the top 10 metros in India

eBay India, a shopping portal, has launched a marketing campaign to promote its Price Challenge activity in which consumers are challenged to find prices lower than those advertised by eBay India. The challenge is focused on a select range of gadgets, including mobile handsets, MP3 players and digital cameras.

The campaign is targeted at tech savvy young men who take an interest in gadgets and reside in the top 10 metros of the country.

eBay launches marketing campaign for its price challenge activity

eBay India is using both traditional and digital marketing to promote the activity. Speaking to afaqs!, Kashyap Vadapalli, Director, Marketing and Operations, eBay India, says, "We are using internet marketing, outdoor and radio advertising to convey to consumers that we have the lowest prices. We will use outdoor extensively in cities such as Lucknow, Coimbatore, Pune, Bengaluru, Hyderabad and Chennai. Radio advertising will be used in Delhi, Mumbai, Bengaluru, Chennai and Hyderabad."

Vadapalli adds, "We will use display advertising across major portals such as Yahoo.co.in and Rediff.com. Search marketing will also be used." He does not reveal the budget of the campaign.

RMG Connect is handling the creative duties of the campaign. Ogilvy Outdoor is managing the outdoor advertising.

Men in the age group of 18-35 years account for 70-75 per cent of the traffic on eBay. The site claims that men prefer buying gadgets, while women prefer buying jewellery from the site. It claims that on an average day on eBay India, a mobile handset sells every 16 minutes, a storage device or drive sells every 30 minutes, a MP3 player sells every 35 minutes and a digital camera sells every 51 minutes.

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