eBay finds home truth to promote English site

Hong Kong - eBay Hong Kong has kick started a marketing campaign to promote its English-language website, launched earlier this month.

The first phase of the campaign, from creative agency Eight Partnership, launched on the cover of Asia City Publishing's HK Magazine last week and will be supported through online, out-of-home, ambient stunts and direct mail which play on the campaign's theme of "one less thing to complain about".

Benjamin Grubbs, marketing director at eBay, said the current phase of the campaign is meant to build awareness of the English site and will run into the holiday period.

"The launch message is quite straight forward... just what we wanted for the first month of marketing," he said.

Grubbs said Eight Partnership was hired on a project basis to develop the campaign.