AUCKLAND, Today: Trade Me is saying goodbye to success fees for casual sellers, and a group of agencies has teamed up to mark the moment with a new campaign called Goodbye, Things.
Special, DARKHORSE, MBM and TRA worked together on the campaign, which celebrates Kiwis clearing out clutter and listing items on Trade Me Marketplace.
At the centre is a hero film directed by Trevor Clarence and produced by The Sweetshop.
The spot features a playful rewrite of James Blunt’s Goodbye My Lover, with composer Cam Ballantyne providing the soundtrack as Kiwis sing farewell to items they’re ready to sell.
From unused treadmills to gaming consoles and clothes taking up wardrobe space, the campaign leans into the everyday things people are ready to move on from.
Clarence is known for his comedic directing style across major global brands, while Ballantyne’s work spans film, commercials and experiential projects.
“We knew that permanently removing the 7.9% Success Fee casual sellers have traditionally paid was something to sing about,” explains Trade Me’s Head of Marketplace Lisa Stewart. “We enlisted a village of experts, who agreed that, sometimes, the best way to say something meaningful is to say it with a wink.”
“We knew that permanently removing the 7.9% Success Fee casual sellers have traditionally paid was something to sing about.” – Lisa Stewart, Trade Me’s Head of Marketplace
“Special developed the campaign strategy, creative concept and production with The Sweetshop, with TRA’s insights informing and guiding the development journey.
“DARKHORSE have brought it to life for social, and MBM and TRA are making sure it reaches the right audience. With our agency village’s combined talents, Trevor’s comedic touch and Cam’s catchy melody, we hope that Kiwi will be listing – and whistling – up and down the motu,” Ms Stewart added.
Goodbye, Things will roll out across linear TV, online video, social and outdoor.
A broader social and influencer push supports the campaign, with Kiwi creators sharing the news and Trade Me mascot Kev the Kiwi joining in with native content across Trade Me’s social channels.
Alongside removing success fees, Trade Me is also phasing out bank transfer as an online payment option to improve transaction safety.
Buyers using Trade Me’s Ping payment platform will now have increased Buyer Protection, offering refunds of up to $5,000 if items don’t arrive or match their description.
A tiered Service Fee based on item value will apply for buyers using Ping.
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