Ecommerce giant eBay UK, the headline sponsor of Love Island, celebrated this year’s series launch with a new multichannel campaign, ‘Packed full of pre-loved’.
Created by DEPT, the campaign aims to change the way consumers shop for clothes, while putting social media creators front and centre.
The campaign has also been designed to accommodate people watching Love Island via a dual-screen experience, created with an expectation that viewers will be watching creator content on TikTok alongside the show itself.
As such, social media creators – or influencers – are crucial to the campaign, and show idents – featuring the likes of Sarel Madzebra, Jordan Hammes, Dino Bonačić and Lina Mar – will be shown alongside the main content.
Conceptualised by EssenceMediacom and ITV, this year’s campaign will be delivered through a 360 multichannel activation, with eBay branded ads for the reality dating show across ITV 2, ITVX, social, digital and the Love Island App.
ITV director of digital and creative partnerships, Bhavit Chandrani, described the partnership as a “perfect match”, adding: “This year marks eBay’s evolution to headline sponsor, and as we continue to build on the partnership it’s great to see the pre-loved fashion feature within the villa and the sponsorship idents, for S10.”
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Ads and social media posts will show ex-Islanders styled in eBay’s pre-loved looks, while viewers will see product placement throughout the course of the latest Love Island series, including the return of the contestant’s pre-loved ‘swap and share’ wardrobe.
Launching today (5 June), the campaign – written and art directed by Bel Moretti, Sasha Jackson and Immy Guest, directed by Danica Kleinknecht and produced by Iconoclast – will run across all episodes of the series.
eBay brand director, Alex Allcott, said: “We are so excited to be headline sponsor of Love Island this year – We hope to continue to lead the charge in driving consumers to shop more consciously and get their hands on pre-loved gems inspired by the villa, as they watch the drama from the show unfold.”
EssenceMediacom head of media creativity, Lindsey Jordan added: “It’s fantastic to see how the partnership between eBay and Love Island has evolved from the initial inception.
“As headline sponsor eBay is able to really drive the pre-loved message to new heights, utilising our increased media presence to drive the powerful association between the well loved show and pre-loved fashion.”
