eBay have used a ‘lookalike’ creative strategy as an interesting way to make competitive claims against a major retailer.
Some aspects of the ad have worked well; many respondents found the ad helped them to re-appraise their perceptions of eBay which is an important step in gaining new customers.
Some aspects worked less well; some respondents found the ad cluttered and message comprehension was low.
On balance better results for most retailers have been achieved by developing their own campaigns with clear branding and a distinctive positioning.
See the David Jones “Promise” newspaper ad and the Creative Benchmarking results.
Download full results in the document below.