Bargain! Reckon!
Trading Post

CHALLENGE:

To cement Trading Post's position as one of Australia’s favourite places to buy and sell. The familiar and popular newspaper version of Trading Post was phased out in favour of the online marketplace.

Using the insight that everyone loves a bargain, the campaign introduced two unforgettable yet unlikely friends -– a goat with a frog on its head. They have a simple catch phrase. Whenever they see the Trading Post the goat says "Bargain", and the frog says "Reckon". ("Reckon" is a popular affirmation amongst Australian tradesmen and workers.)

A teaser campaign including video, outdoor and blog launched nationally and was followed by the full creative campaign with a comprehensive presence across free-to-air and subscription TV channels. The campaign is fully integrated across TV, cinema, radio, outdoor, online and mobile. Effectiveness cannot yet be measured as launch was early January 2010.