eBay UK, the pre-loved headline sponsor of Love Island, celebrates this year’s series launch tonight with a new multi-channel campaign ‘Packed full of pre-loved’ from DEPT.
The campaign showcases the online marketplace’s mission to change the way consumers shop for clothes and puts creators front and centre.
This year the partnership, conceptualised by EssenceMediacom and ITV, places eBay’s vast range of pre-loved fashion at the forefront of mainstream fashion, with an important message about embracing your personal style, in an affordable and circular way. The campaign will be delivered through a 360 multi-channel activation running across ITV2, ITVX, social, digital and the dedicated Love Island app, with eBay branding and clothing showcased across each touchpoint.
Love Island is arguably the UK’s most-watched fashion show and this series, and eBay will be packing it yet again full of pre-loved. In celebration of summer style, we will see a collection of influencers, loved by eBay and Love Island’s audience, styling a range of pre-loved fashion for all summer occasions. Supported by the ex-Islanders themselves styled in eBays pre-loved looks.
The campaign is “rooted in the insight that people consume Love Island with a dual-screen experience”. Many viewers watch creator content on TikTok alongside the show itself. Creators are at the heart of the campaign, including the show idents that feature Sarel Madzebra, Jordan Hammes, Dino Bonačić and Lina Mar. The TTL campaign, conceptualised and created by DEPT, will share one common goal across all touchpoints – to showcase the vast range of fashion-forward choices eBay has to offer and getting the planet and pocket-friendly choices that are available to the audience right under their noses.
Bel Moretti, creative director at DEPT said: “Our pre-loved campaign was inspired by the enormous amount of incredible fashion to be found on eBay. Of course, the pieces are unique and special in their own right, but this isn’t about carefully styling a single look. This isn’t about showcasing a single version of great style. This is about choice, and more importantly, the opportunity to make a purposeful one. Our goal isn’t to show people a way to dress, it’s to show people a way to shop.”
eBay will have product placement throughout the series, including the return of the pre-loved shared wardrobe, for contestants to swap and re-wear clothes. Alongside pre-loved clothing, a selection of pre-loved, authenticated sneakers and garments from eBay’s Imperfects range will also be heading to the villa wardrobe.
Weber Shandwick will continue to drum up excitement for pre-loved and drive behaviour change via press throughout the series.