To mark its first partnership with hit show Love Island, eBay has launched a campaign to highlight the benefits of pre-worn clothing.
For years, the Love Island reality TV stars have been dressed in the latest from some of the biggest fashion brands. This year, the show is diversifying its wardrobe by including pre-worn and second-hand items among its clothing options for contestants. It is part of a larger campaign to highlight the benefits of previously worn garments, both in terms of style and durability.
Today, eBay, the online auction site, is getting in on the action with a multi-channel campaign that aims to help buyers “find the pre-love of your life”. The creative video features the stars of the show unboxing clothes sourced from eBay to demonstrate the huge range of clothes that can be discovered online.
Eve Williams, Marketing Director at eBay UK, said: “We’re such an unexpected partner for Love Island, which we think makes us an even more impactful couple. We have been very pleased with the response to the partnership so far.
“By joining forces with a cultural phenomenon, in our case Love Island, it allows you to have your say and lead the industry conversation while inspiring consumers to think differently.”
The partnership was created by MediaCom and ITV, with social elements created by Dept. In addition to the launch videos, the site will also receive product placement throughout the series, including a “pre-loved shared wardrobe” available to all stars.
Importantly, to help spread the message that sustainable clothing is available to everyone, ITV is also including a link to eBay’s clothing page via the ‘Shop the Show’ tab on the official Love Island app. Buyers can also dress like the islanders and get their own “pre-Love Island look” on the dedicated site Love Island hub. It’s part of a larger TV and e-commerce integration model that uses audience habits on the second screen to drive a TV campaign.
Williams said: “Whether it’s a broader behavioral change in daily habits or a one-off change, we hope the The cross-channel activity we’re running throughout the series will have the nation just as excited to get their hands on a pre-loved gem as they are to stay updated as the drama unfolds in the show itself.
Rob Webster and Alexei Berwitz, Creative Directors at McCann London, added: “eBay and Love Island are two iconic brands. Hopefully this partnership delivers an important message about relevance at a time when it couldn’t be more important, and does so with a cheeky wink and a seductive smile.
Bhavit Chandrani, Director of Digital and Creative Partnerships at ITV, said: “We are delighted to have eBay in the Love Island villa as our first Pre-Loved Fashion Partner. We’ve seen how partnerships have been instrumental in driving growth and reaching key audiences in a culturally more powerful way than advertising alone.
“This year’s show is expected to be the most anticipated content of the summer for 16-34 year olds, and we can’t wait to see the Islanders’ wardrobes. eBay is a place where people are rediscovering the value of household items. opportunity – it’s the first step towards a better future for all.
The campaign was launched on ITV2 and catch-up channel ITV2+1. The co-branded ads will air on the series’ most-watched shows and are still present on VOD watches.