Campaign Media Awards 2006: Best Retail and Home Shopping Campaign

WINNER
Title: Plugging eBay Into Music
Media agency: PHD
Media director: Julian Smith
Account director/media planner: Jenny Harden
Creative agency: Delaney Lund Knox Warren & Partners
Account director: Jared Shurin
Account planner: Ed Warren
Client: eBay
Brand/product: eBay
Marketing director: Oliver Vancalster
Media/brand manager: Micky O'Brien

Music is something people feel passionate about. PHD came up with a plan that would piggy-back the Brit Awards and drive the association between eBay and music. Virgin Radio signed up as a partner, providing programming support and helping to organise an auction of music and music memorabilia for a good cause. The strategy worked and during the Brits week, the music category on eBay had a 14 per cent uplift - no mean feat considering the size of the site.