MEC, a leading media agency, today announces a collaboration between HomeServe and eBay to launch a new contextually targeted native campaign.
The campaign will feature online activity including homepage takeovers, the native eBay Doodle advertising formats, keyword ownership and targeted banners to drive customers through to a bespoke HomeServe native landing page hosted by eBay.co.uk.
The HomeServe landing page will include seasonally driven messaging and demonstrate that the value of unwanted items in the home can cover the costs of household protection, emphasising the relative affordability of insurance packages. Additionally, during this seasonal period, consumer interest in gas central heating and plumbing content is also shown to increase significantly. For those consumers seeking advice and support in the category, the HomeServe landing page will also include assistance in the form of a downloadable guide and a series of ‘How to’ videos on a range of common home emergencies, including how to bleed a radiator and how to replace a damaged radiator valve.
The campaign will run until early January 2015 and will also include an eBay auction of 2,000 HomeServe branded radiator keys for 1p.
Greg Reed, Chief Marketing Officer at HomeServe said, “We are incredibly excited about this new campaign, which enables us to promote our brand value of providing an effortless experience, whilst leveraging the trusted environment of the eBay platform with targeted offers and assistance from HomeServe.”
Iain McPhee, Performance Account Director at MEC said, “All aspects of the HomeServe and eBay partnership have been designed to reach a core group of potential customers who are digitally savvy. The use of eBay auctions will add another element to this exciting campaign and will further reinforce the brand identity of HomeServe.”
Phuong Nguyen, Director at eBay Advertising said: “eBay’s sophisticated targeting capabilities, combined with a purchase ready monthly user base of more than 19 million in the UK, make it the ideal platform on which to host a native campaign of this kind. HomeServe will be able to build an accurate picture of potential customers and understand the broader context of their browsing and buying habits – vital to precision targeting at scale. We’re thrilled to be launching a partnership that draws on so many of eBay’s unique strengths – and with such a great brand.”view more - Hires, Wins & Business
Categories: Online retailers, Retail and Restaurantslbbonline.com, Fri, 24 Oct 2014 14:32:52 GMT