Harnessing new channels to market
eBay identified that its mobile channel is not being leveraged to its full advantage. ‘Act Mobile’ seeks to encourage eBay employees to think about the role of mobile at the start of a project in order to harness all that this channel can offer. Using the medium to support the message we developed a mobile-enabled recruitment site calling for eBay employees to join ‘MobLab’, a panel of mobile app triallists and champions from across Europe. The mobile campaign identity features an illustration incorporating all the existing eBay apps.