“3…2…1… mine!”
Did you know that, according Nelsen Research, internet users in Germany spend 18.4 percent of their time online at eBay? Every two seconds someone purchases a car part, every two minutes a laptop changes hands and every ten minutes an electric guitar goes under the virtual hammer. The “3…2…1… mine!” feeling fascinates 24 million registered users in Germany alone. Without a doubt eBay is one of the few truly successful business models on the world wide web. The idea of an online market has conquered the world since its beginnings in California.
Beyond the web, eBay Germany is also known for its successful TV campaigns showing the “3…2…1… mine!” feeling. Since August 2007 viewers have been able to hear this feeling as well. So what is behind the new campaign song “You’ll be mine” and the sound logo that now rounds off every advertisement?
The identity strikes a chord
The eBay brand sound is based on the brand’s overall strategic alignment. But certain aspects, such as the fun and suspense of buying and selling, play a particularly significant part in eBay’s auditory expression. The acoustic theme is derived from the unique experience of an online auction: You have found something on eBay that you are really interested in. If you could really get it for a good price … You’ve got to have it! You’ve set your goal. Tension mounts as time progresses. Is anyone else going to bid? How high do you have to go to stay in the game? Are you going to win?
The rising sequence of five tones in the motif brings this feeling to a head. The theme gives expression to the idea, makes room for it.
The sound logo continues on with this acoustic theme: You’ve won! You, the winner, bask in your triumph. Time for a few rollicking riffs on your air guitar to celebrate the moment!
The current campaign song “You’ll be mine” plays with this distinctive motif. The vibrant composition of the song, shifting from the softer verse into the powerful refrain, reflects the excitement of discovering, bidding and winning. Irma Kooper, a Berlin singer, adds a simpatico voice to the fun of every online auction. The sound logo and the campaign song – integral parts of eBay’s new brand sound, enhancing the eBay brand experience even beyond TV advertising.