Get It On: Online Auction Platform for Electronics | Clapboard Ad Archive

Get It On

Description

Get It On is a dynamic 2022 campaign developed for ZeeBay by the creative team at Shift Engage, aimed at capturing the vibrant online auction and bidding market in Zimbabwe. Centered around a light-hearted video, this campaign leverages content, digital, and film media to vividly portray ZeeBay as a lucrative platform in a nation where second-hand goods dominate commerce. By positioning the website as a money-making machine, the campaign cleverly taps into the local economic landscape, encouraging users to start cashing in through their online auctions. Serving the Electronics, Technology, and Recreation and Leisure sectors, the campaign effectively communicates the ease and profitability of buying and selling on ZeeBay, making it both relatable and aspirational for its target audience. With creative direction from Brett Mead of Shift Engage, Get It On successfully combines engaging storytelling with strategic messaging to elevate ZeeBay’s brand presence and connect with consumers who are eager to turn everyday items into cash.

Credits

Client

ZeeBay

Agency

Shift Engage, shift ENGAGE, Harare, Zimbabwe

Production House

shift ENGAGE, Harare, Zimbabwe

Art Director

Carl Khombe

Creative Director

Brett Mead

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Campaign Proposition

The campaign for ZeeBay, launched in Zimbabwe in May 2022, centers on positioning the brand as a dynamic online auction and bidding platform tailored for a market where second-hand goods hold significant value. The core brand proposition emphasizes ZeeBay as a practical and accessible "money-making machine," promising users an effective way to monetize their electronics and leisure items through digital transactions. This conveys a straightforward value: turning unwanted goods into cash efficiently via a trusted online ecosystem. From a market strategy perspective, the campaign leverages a culturally relevant insight—that Zimbabwe’s economy and consumer behavior heavily involve buying and selling second-hand products—as a foundation for relevance. The choice of a light-hearted video format reflects a creative angle aiming to make the process of online auctions approachable and engaging, reducing potential barriers related to unfamiliarity with digital selling. By adopting a performance-driven genre, the campaign targets digitally savvy consumers interested in maximizing returns from their pre-owned goods, while underscoring convenience and community trust in this digital marketplace. The integration of content, digital, and film media channels further supports an immersive, cross-platform experience designed to educate and motivate users to "get it on" with ZeeBay, thereby driving platform adoption in a competitive electronics and leisure market segment.

Creative Device

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This ZeeBay campaign's description and meta cues (“Get It On,” “Start Cashing In,” “money making machine,” “light-hearted”) suggest the creative hinges on visually or conceptually dramatizing the idea that using ZeeBay transforms second-hand goods into cash easily. Rather than focusing on literal demonstration, explicit comparison, or a typical narrative arc, the campaign most likely employs symbolic or exaggerated imagery to highlight how ZeeBay amplifies earning potential—portraying the platform as a fun, powerful “money making machine”—to elevate perception of the product benefit in an entertaining, memorable manner. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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