Strap in for a new season, Love Island returns to our screens this evening on ITV2 featuring eBay pre-loved as the headline sponsor. They are celebrating this year’s series launch with a new multi-channel campaign ‘Packed full of pre-loved’. The campaign showcases the eBay pre-loved mission to change the way consumers shop for clothes and puts creators front and centre.
The partnership places eBay’s vast range of pre-loved fashion at the forefront of mainstream fashion, with an important message about embracing your personal style, in an affordable and circular way. The campaign will be delivered through a 360 multi-channel activation running across ITV2, ITVX, social, digital and the dedicated Love Island app, with eBay branding and clothing showcased across each touchpoint.
Love Island is arguably the UK’s most-watched fashion show and this series, eBay will be packing it yet again full of pre-loved. In celebration of summer style, we will see a collection of influencers, loved by eBay and Love Island’s audience, styling a range of pre-loved fashion for all summer occasions. Supported by the ex-Islanders themselves styled in eBays pre-loved looks.
eBay are hitting the growing demand for sustainable fashion with their Love Island sponsorship and previous years have shown that Love Island it capable of driving new consumers to the marketplace. That’s good for retailers of all products – while eBay Pre-Loved might be what hooks them in, once they start shopping the pre-loved fashion hub on eBay UK, which features Love Island events, they’ll be exposed to the full range of categories eBay has to offer.
The campaign is rooted in the insight that people consume Love Island with a dual-screen experience – with many people watching creator content on TikTok alongside the show itself. Creators are at the heart of the campaign, including the show idents that feature Coco Sarel, Jordan Hames, Dino Bonačić and Lina Mar. The TTL campaign conceptualised and created by the agency, DEPT®, will share one common goal across all touchpoints; to showcase the vast range of fashion-forward choices eBay has to offer. Getting the planet and pocket-friendly choices that are available to our audience right under their noses.
Launching today on ITV2 & ITVX, the co-branded idents will run across all episodes of the series, on both linear and via streaming on ITVX. The campaign was written and art directed by Bel Moretti, Sasha Jackson and Immy Guest from DEPT®, directed by Danica Arias and produced by Iconoclast. In addition, the broader through the line campaign will have social media delivered by DEPT®, PR by Weber Shandwick, media delivered by EssenceMediacom and DEPT® for owned channels including on-site merchandising.
eBay will have product placement throughout the series, including the return of the pre-loved shared wardrobe, for contestants to swap and re-wear clothes. Alongside pre-loved clothing, a selection of pre-loved, authenticated sneakers and garments from eBay’s Imperfects range will also be heading to the villa wardrobe.
The Season 10 collective of influencers, will continue the conversation on eBay’s social channels, which will be at the heart of the action during the show. They are formed of influencers who have found fame talking about Love Island. Sarel Madzebra, Jordan Hammes, Isla Loba, and ex-islanders and eBay’s Pre-loved Ambassadors Tasha Ghouri and Tom Clare will create social-first content led by DEPT® with the aim of bringing pre-loved fashion to the forefront of an organic space. EssenceMediacom, the media agency in charge of planning and organising the paid social media activity, will further amplify the discussions across platforms with engaging and innovative formats, putting eBay at the heart of the Love Island buzz.
We are so excited to be headline sponsor of Love Island this year. We’ve been really pleased by the reaction to the partnership since it launched last year, and we’ve really seen an appetite for pre-loved increase on the platform. 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.”– Alex Allcott, Brand Director, eBay UK