The UK-based online marketplace, OnBuy.com, is ‘encouraging the British public to support independent retailers this Black Friday and beyond’ through its own eCommerce platform, as the business marks the launch of its first major national TV advertising campaign with ITV.
The campaign has been designed to increase awareness with consumers ahead of its Black Friday sale and the busy Christmas period, and drive shoppers to its platform, through which independent retailers can sell products to online shoppers.
OnBuy has invested £1 million into the campaign that aired for the first time on ITV on Monday, November 23rd, just before 7:30pm.
Cas Paton, founder and CEO of OnBuy, said: “We invested in this wide-scale TV campaign to increase consumer awareness and support the retailers that sell through our marketplace.
“We’ve seen a record surge in the number of businesses joining us since Covid-19 hit and we know that this year has been difficult, especially for small to medium retailers. We planned to launch our TV campaign in 2021, but we brought it forward to give our retailers an extra boost for the festive season.
“We’re encouraging the British public to support independent retailers this Black Friday and beyond through an eCommerce platform that truly has the seller’s best interests at heart.
“We don’t, and never will, hold our own stock, so we’ll never compete with those trusting us to help their business succeed. We’re on a mission to revolutionise the eCommerce sector by providing a fair, transparent and ethical marketplace. That means consistently championing the independent businesses that sell with us, resulting in a huge amount of choice for customers.
“Consumers are choosing to shop with fair and moral brands more and more, so now is the time to bring OnBuy to the front of every shopper’s mind.”
The advertising campaign, which will be seen by more than 44 million people, appeals to the audience to “Shop smart, shop at OnBuy”. The ad highlights the site’s range of an impressive 30 million products from consumers’ favourite brands, along with demonstrating robust levels of consumer trust in the brand via its impressive 4.6/5 review score on Trustpilot.
The advert features a blue fluffy character and a range of popular products from the marketplace’s vast catalogue, including headphones, board games, smart watches, toys, hoverboards, furniture and perfume. Viewers will see several different funny endings to the ad.
To celebrate the advert launch, OnBuy is running a competition to name the cute character across its Facebook, Twitter, and Instagram pages with a prize of £1,000 to spend at OnBuy.
Paton added: “OnBuy has had a phenomenal year of growth and there is no slowing us down. The advert will go out across the ITV network and will put OnBuy firmly on a national stage. It will be fantastic to see our name in lights and we’re delighted that the retailers we work with will benefit hugely from this increased awareness of OnBuy ahead of the beginning of our global rollout at the end of this year.”
The launch of OnBuy’s TV campaign comes as the marketplace saw a record-breaking week in November, increasing sales by over 800 per cent compared to the same period the year before. These figures are hot on the heels of the company’s announcement of a major expansion plan, seeing it opening its second UK office in Manchester early next year.
OnBuy’s globalisation plans are well underway with new country-specific websites launching in 42 countries by the end of this year. OnBuy plans to be fully operational in over 140 countries by 2023, allowing businesses to sell to a targeted global audience. The company will recruit over 100 people in the UK in the next two years to support this expansion.
The advert will be aired across all main ITV channels, including ITV1, ITV2, ITV3, ITVBe and on demand with ITVHub until 07/12/2020.