Trade Me launches new brand platform via Special Wellington

Trade Me has launched a new brand platform, with the help of Special Wellington, which invited Kiwis to chase what they want – whether that’s a new home, hobby or job. 

Trade Me started as a place to sell your old stuff, or buy someone else’s old stuff, or exchange your old stuff for different old stuff. But, while it’s not the Trade Me it was all those years ago, people’s perceptions haven’t moved on. For most Kiwis, it’s where that haunted washing machine that can open a doorway to an alternate dimension was listed. Or where you might find a stuffed possum, driving a pink convertible.

Those kinds of listings can still be found on the site and hopefully always will be. But the modern Trade Me has grown to become so much more – it’s the best place to find a new job, a new home and all the brand-new stuff to fill it with. You can basically buy a whole new life there.

The ‘In With The New’ platform launches with a hero TV spot, which tells the story of ‘Kim’, a Kiwi embracing the opportunities on offer at Trade Me. As she walks through Trade Me’s ‘New Life Store’ she steps in and out of the possible lives she could lead as easily as stepping in and out of a range of dioramas. Each room offers the chance to try out a different job, home or new goods that could be part of her new life. You could be a chemist, a florist, a truckist – there’s no end to the lives you could lead.

Sally Feinson, Brand, Marketing and Communications Director at Trade Me said the team were delighted to have kicked off 2023 with the launch of ‘In With The New’. 

“The new platform marks a necessary re-set moment for our brand. It symbolises our bold intention to think and do differently. The fresh and somewhat unexpected style of the campaign is designed to encourage people to rethink their perception of us. And when they’re thinking about the year ahead and what their version of ‘In With The New’ looks like, that they turn to Trade Me. We’re thrilled with the collaborative and ‘can-do’ attitude from Matt Kingston, at Time & Place, the Special and MBM teams, and hope that audiences all around the motu will love the work as much as we do!” 

Matt Barnes, Lead Business Partner at Special Wellington says: “Trade Me has been a cornerstone of our office from the get-go, so we’re very proud to launch this work with one of our foundational clients.” 

“The intention of this office was to bring new, creative, ambitious thinking to Wellington and we’re honoured to be trusted with the evolution of this much-loved brand that touches all of Aotearoa. Thank you to our fantastic client partners at Trade Me for the collaboration along this journey and here’s to something that’ll work its socks off for the business.”

Created in partnership with Matt Kingston (Time & Place) and MBM, the new look and tone of Trade Me is strikingly modern and brimming with attitude, excitement and optimism. A brand image fitting for a business that offers inspiring and meaningful life changes to everyone in Aotearoa. New hobbies and passions, new homes and lifestyles, new careers and side hustles – whatever you want to be, the makings of it can be found on Trade Me.

Jonno McMahon, Special ECD says: “It’s all exciting and new. A new partnership, new brand line, new campaign, selling a new life by way of new jobs, new homes, and all the new stuff to fill it, like a new smartwatch or five. This entire project has been extremely rewarding to work on with Sally and her collaborative and ambitious team at Trade Me, along with the talented Danny Cohen and Division, as we help shift perceptions and launch this important brand transformation for such an iconic Kiwi brand.”

‘In With The New’ launched on January 16 and will play out across TV, OOH, social and digital channels.

Credits

Client: Trade Me

Brand, Marketing and Communications Director: Sally Feinson

Classifieds Marketing Director: Emily Turnbull

Senior Marketing Managers: Sarah O’Leary,  Nicola Owen and Tina Narsey

Marketing Managers: Nik Pearson, Julie Mayer and Jordan Legros 

Designers: Caleb Carnie and Iris Wood

Creative Agency: Special Group Wellington

Strategy Director: Matt Kingston

Production Company: Division

Director: Danny Cohen  

Executive Producer: Natasha Gill 

Executive Producer: Jimena Murray 

DOP: Marty Williams & Maria Ines Manchego 

Production Designer: Guy Treadgold 

Editor: Julian Currin 

Colour: Matic Prusnik 

VFX & Online: Blockhead 

Soundmix: Liquid Studios 

Media Agency: MBM 

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