Unlocking New Perspectives with the ‘In With the New’ Campaign
The ‘In With the New’ campaign was designed to reposition Trade Me as a gateway to fresh opportunities and transformative experiences. It sought to inspire New Zealanders to embrace change by reimagining the platform as more than just a marketplace—an enabler of new beginnings and possibilities. The creative direction centered on tapping into the excitement and optimism of trying something new, making the concept both aspirational and approachable.
A key motif of the campaign was the doorway, symbolizing the threshold to fresh starts and unexplored opportunities. This was complemented by imagery of open skies and clouds, evoking a sense of limitless potential and imagination. The design translated seamlessly across out-of-home billboards, digital signage, and social media, creating a consistent visual narrative. By incorporating familiar platform features like ‘Buy Now’ and ‘Watchlist,’ the campaign made the journey toward new possibilities feel tangible and achievable. This cohesive and evocative approach ensured Trade Me became a compelling choice for users looking to take their next step.


