DDB fires up Trade Me’s new brand campaign

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DDB has engineered a Trade Me brand campaign, Life Lives Here, intended to highlight “slice-of- life moments” that thousands of Kiwis experience through the site every day.

Earlier this year, DDB won a pitch for the campaign, which will be supported through TV, outdoor, digital and social channels.

Trade Me marketing director Dan Ferguson says the new brand direction has been a long time in the making. “It is driven by a desire to foster a stronger emotive connection with the brand among the legion of New Zealanders for whom it is an invaluable daily destination,” he said.

DDB chief creative officer Damon Stapleton says the campaign serves to remind people of what they knew already, but had become inured to.

“Over the years, Trade Me has been a big part of hundreds of thousands of people’s lives. It’s where you found your new flat, your new house, your new job — maybe it’s where you found the suit you wore when you proposed to your wife.

“We want to celebrate these stories and show that life really does live here.”

Dan Ferguson says he’s thrilled with the new campaign and says it’s inspired by the diverse member stories which have been a key part of Trade Me’s success.

“Working with the fantastic team at DDB, we wanted to remind Kiwis why they fell in love with Trade Me, and bring to life the idea that behind every search there’s a story.”


Client: Trade Me
Agency: DDB
Production Company/Director: Goodoil/JH Beetge
Media: MBM

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