This product is going to change your life!
A second-hand webshop with a first-hand campaign
Sometimes you have to go on air to be known on line ...
2dehands.be = the online marketplace for second-hand items with the most visitors + the largest number of classifieds in Flanders and Wallonia + 100% free of charge for buyers and sellers + a truckload of awards and by far the most user-friendly site + a huge number of loyal users and more than 45,000 Facebook fans.
Nothing but superlatives, so why are they not as well known as some of the other online marketplaces in Belgium? How do we pimp their reputation? How can we help them grow?
In a first phase: NOT online. We need to attract new people, people who aren’t in the habit of selling the stuff they no longer need. People who aren’t yet aware of the many advantages 2dehands.be has to offer. We have to convince them to take a look at the market for second-hand goods … and to do it online … with 2dehands.be. Because it only takes a second. And there you go!
Brand awareness, Brand activation, Media integration
TV commercials, Online campaign, PR
Make a lasting impression
A 30” spot, 2 weeks on air. Of course it works … for a while … and then brand awareness drops just as quickly. A better idea is to produce 10” spots and to buy media in a clever way: with enough GRPs, but outside of the expensive peak periods. And of course: repetition over a much longer period of time. That’s right!
A simple, easily recognizable concept
Everyone has stuff that they’d rather get rid of lying around the house. Just make it happen: sell it online… it’s a piece of cake with 2dehands.be. We made three versions of the TV-spot: a makeover of a dusty working area, cleaning time in the garage and … just check it out and see for yourself!
Involve your community: reveal the story behind the 10" spots
When it came to finding props for our spots, we knew that 2dehands.be was the place to be! We started our search and discovered a heart-warming story behind every object. The resulting ‘making of’ movies turned out to be very popular with the 2dehands crowd. Halfway during the campaign, the clips had already been viewed more than 40,000 times!
Sell, Sell, Silly
Buying, selling and doing business doesn’t always have to be a serious matter. We had a great time diving into the absurd universe of a wacky infomercial channel. The typical infomercial presenters turned out to be a great source of inspiration for our creative people. And it always helps to be funny when you want to spread your message via social media.
And that’s how the 2dehands Teleshop became part of our campaign. It’s charming and entertaining and it corresponds with the 2dehands.be brand values. To us, it’s important that the campaign provides an added value to the 2dehands.be users. It does so by drawing extra attention to the items they are selling and by giving them banner space on the most important news sites in Flanders and Wallonia. (Nieuwsblad.be and Lavenir.net).
The campaign was the result of a close collaboration with the people from 2dehands.be. And that is, according to Kunstmaan, the perfect recipe for a successful campaign!