VarageSale breaks online campaign
Toronto-based classified advertising mobile application VarageSale has begun a new advertising campaign focusing on the safety and ease-of-use of its product. Developed by John St., the campaign includes a video called "Nightmare on Main Street." The creative depicts the sense of unease felt by users of classified advertising sites and apps about meeting strangers to conduct transactions. The campaign highlights the measures VarageSale uses to mitigate this discomfort, such as its use of photographs and full names of users.
"Buying and selling online can be intimidating for a lot of people, especially women," said Angus Tucker, executive creative director at John St. "That whole "having some total stranger come to your house to buy your stuff" thing is a real pain point."