Keep Your Ride-Or-Die Alive

TV / Radio / Social / Display / OOH / Owned Digital

Challenge: eBay Motors lagged behind competitors and was perceived as functional, not emotional – disconnected from the enthusiast community it served. The task was to make car enthusiasts think of eBay Motors when they needed parts and accessories.

Solution: Created Keep Your Ride-Or-Die Alive, a full-funnel brand storytelling platform celebrating real enthusiasts and their emotional bond with their cars – embedding eBay Motors authentically within the community.

Results: Shifted eBay Motors from a transactional utility to a passion-driven partner embedded in car culture. 20M+ YouTube views in 12 days, with strong lifts in awareness, consideration, and trust – strengthening emotional connection and driving consideration across the funnel.

Directed by: CLIQUA
Agency: JOAN