Annual Report 2016

New brand and ad campaign launched

  • Revealed the new Kevin the Kiwi logo in July 2016
  • New brand campaign launched
  • Named New Zealand’s most influential domestic brand

Trade Me continues to be a strong, trusted, well-known and much-loved brand. We were recently named the most influential domestic New Zealand brand by Ipsos, following on from the same accolade last year.

However, our brand has grown in an organic way for many years and we’ve recently done a lot of work to better understand how we’re perceived. We want to develop our brand, make it more consistent, and make sure we’re protecting and nurturing it as best we can.

Part of that work manifested in a new, refreshed logo in July 2016, kicking off a wider visual refresh. A week later we launched a new Trade Me marketing campaign riffing on the idea that “Life lives here” and that behind every trade there’s a person, and behind every person, there’s a story.

Elsewhere, we enjoyed telling New Zealand about our billionth listing back in December, and a typical Trade Me story emerged around our most viewed listing for the 2016 calendar year: a $100 note sold by an auto mechanic from Geraldine. We have continued to bolster our expertise and resources around email marketing.