Online auction house eBay is playing to its roots as the 'people's marketplace' by 'listing' football stars Roberto Carlos and Eni Aluko for one-off Sunday League matches.
The Dream Transfer integrated campaign is the brainchild of McCann London and MediaCom and seeks to extend excitement around the January transfer window to local clubs by lowering exorbitant contracts costs to a £5 raffle ticket.
Delivered in partnership with Sky Sports and Joe Media the campaign combines eBay's reputation for value with the stature of Real Madrid defender Carlos and ex-Juventus and Chelsea women’s star Aluko.
Playing along with the initiative both players have listed themselves with playful write-ups advertising their services, with all proceeds going towards youth charity Football Beyond Borders.
Matt Searle, creative director at McCann London said: “In recent times the ‘Beautiful Game’ has gotten ugly. Tarnished by elitism, the football pyramid and communities who thrive because of it, are in threat of being left behind. But, by using eBay we set out to democratise the biggest marketplace of all: with bags of heart, a lot of fun, a Serie A champ, and a World Cup winner. Can Carlos bend it in Bromley? You bet he can. Can Aluko do it on a wet night in Stoke? Just watch her shine! And best of all? Either legend is yours on eBay, for the price of a pint - with funds raised going to a good cause. Now that’s something we can all cheer.”
Playing across January the campaign includes teaser films, social, TV and online with Match Day films to be commissioned once the winners are announced.
Transfer Deadline Day on 31 January has become a marketing opportunity for the likes of WhatsApp to promote new features in the knowledge that football fanatics will be tuned into Sky Sports News.