Challenge and Objectives

OnBuy is a fast growing online marketplace providing a platform for retailers to trade through their website. Offering a wide range of products, OnBuy acts as a ‘one stop shop’ for consumers, making buying and selling a straightforward and simple experience. 

Operating in a highly competitive category that was dominated by brands like Amazon proved to be a big challenge for OnBuy. As an ambitious brand with a healthy appetite to continue growing, they needed to establish themselves within the market as a trusted and safe online marketplace for consumers. 

OnBuy were looking for a media partner that would help them to increase consideration and build brand trust whilst also allowing reaching a mass audience at scale. 

Idea and Implementation

As the largest and most recognisable commercial broadcaster, OnBuy recognised that ITV would help broaden their reach with a mass audience. Leveraging ITV’s familiarity, trust and popularity helped to position OnBuy as a ‘brand for me’. 

OnBuy’s media plan incorporated a channel mix that lived across the whole of the ITV Family to maximise reach and coverage as quickly as possible for their first ever broadcast campaign.  

Launching with a kick off spot in one of ITV’s biggest and best loved shows, Emmerdale, helped create campaign impact. Their airtime campaign was supported by a bespoke VOD plan on the ITV Hub.