eBay kicks off new 'price challenge' campaign

eBay has launched a new campaign 'Lowest price ya double paisa vaapas' to announce a price challenge contest for certain tech products on the portal. RMG Connect has conceptualised the campaign. Ogilvy Outdoor is managing the media for the outdoor advertising. The Internet advertising is done by eBay's in-house team.

The campaign is targeted at youth and is aimed at positioning eBay India as the destination for the lowest online prices. eBay issues a challenge to find lower prices than those advertised by them and in case the consumer manages to find anything at a lower cost online, eBay will pay twice the difference.

Kashyap Vadapalli, director-operations and marketing, eBay India said, "We wanted to keep alive the excitement while shopping at eBay. Even though, these particular products have a fixed price, the excitement comes from the fact that these are the lowest prices available. The mediums that have been used include outdoor, radio, localised geo targeting portals and paid search." 

He added, "We analysed that the youth in smaller towns have amazing lifestyle aspirations. Thus the outdoor and radio are specifically targeted towards them."