“Ebay. Das Lokal.”: B2B Event Series

In the year 2023, eBay toured Germany with its seller event, the “eBay Open”. The company deliberately avoided a central event for sellers under the title “eBay. The Venue.” Instead, the platform travelled through seven German cities from June to October 2023.

The agency insglück developed the new format with the aim of placing a focus on involving small and medium-sized dealers and promoting local interaction. The new approach was intended to enthuse both long-established dealers and potential participants who could not afford the time or travel expenses for a two-day event. This resulted in a flexible, personal and accessible solution that was targeted towards the locations of those engaged in selling within the eBay community.

Local restaurants became eBay venues for the event series, where workshops were held on topics such as marketing, logistics and advertising, as well as panel discussions all about selling. A variety of locations and interactive formats provided ample space and time for networking. Attention was consciously paid to supporting local resources, services and neighbourhood venues, instead of resorting to chain restaurants. This decision was consistent in terms of content but in some cases operationally challenging, as the chosen spaces were not always set up for such events.

The design brought together aesthetic and functional aspects. The four eBay heritage colours, which were presented in a new pastel colour scheme with lively line elements, were a central element. Reusable and modular stage elements enabled easy assembly and disassembly. Cleverly placed design elements provided guidance and drew the attention of the visitors, creating a harmonious overall picture. A central landing page, local out-of-home measures, branded buses and posters accompanied the campaign.