The campaign will promote its recently-launched Fashion Outlet site, which stocks branded items from high-street retailers including House of Fraser, Kookai, Office and Superdry, at up to 70% discount.
The marketing campaign has an initial burst from 3 May to 30 June, spanning press, outdoor, online, email, social media and PR. The activity uses the strapline "The Clothes you love, direct from the brands you love".
BBH came up with the campaign concept while The Partners developed the visual identity for the site. The campaign is eBay's first above-the-line marketing activity since Christmas 2008 and aims to broaden consumer consideration of the site and enable it to compete with established fashion websites.
Alex von Schirmeister, vice-president marketing for eBay in Europe said: "The campaign communicates an exciting new way buyers can get great deals on fashion, while also reaching out to shoppers passionate about brands and bargains who might not always consider eBay."
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