Trade Me

Creative – Advertising – Production Supervision
We worked with: Special Ad Service

In 2018 Trade Me came to Special Ad Service to evolve their ‘Masterbrand’ platform… from a focus on products and services, to a focus on the true role Trade Me plays in NZ life, every day. The brief was to create ‘heartland’ brand appeal; showing the different parts of life Trade Me supports; with more diversity of execution, and budget stretch, than previous TV-led campaigns.

TV was still a core channel – so four 30 second video executions were created, covering Trade Me’s key business units of Marketplace, Property, Jobs, and Motors. While this context was vital – the stories revolved around showing the human connections and moments that Trade Me supports, or creates.

By combining the skills of a top director with a more flexible, social-content focused production company, we achieved considerable efficiencies – meaning that supporting outdoor / digital channels didn’t just draw from the brand TVCs – but carried bespoke creative, allowing for a much broader range of executions that highlighted more and more relevant Trade Me ‘Life Moments’.

And as well as photography – we captured video footage on every shoot, allowing us to carry the creative across more and more channels in a way that was specifically tailored, for each.