NSYNC’s 2000 hit Bye, Bye, Bye has been adapted to become the sonic signature of Joybuy – a full-category e-commerce site and app owned by China’s biggest retailer by revenue, JD.com – in its debut TV ad campaign.
The ad – which is airing on on-demand TV platforms including Netflix, Disney+, Sky, ITVX and Channel 4, and backed by a European out-of-home campaign – portrays people in “relatable everyday shopping moments” who decide to ‘Joybuy-buy-buy’.
Filmed in London, the “dynamic choreography”-filled ad also shows a character in the uniform of JoyExpress, the company’s dedicated last-mile delivery service, and explains Joybuy’s ‘Double 11’ delivery promise, where items ordered by 11am are delivered before 11pm.
The campaign is being supported by a large-scale out-of-home advertising campaign spanning more than 2,000 sites across Europe – including on the digital advertising screen at Piccadilly Circus – primarily in the cities where Double 11 delivery is available.
The creative features slogans such as “Win at shopping”, “Win at being a coffee snob”, “Win at making everything look epic” and “Win at surviving the commute”, alongside branded products.
Both the TV advert and the accompanying out-of-home campaign were developed with VCCP, the agency behind campaigns such as Compare the Market’s ‘Compare the Meerkat’ and Cadbury’s ‘Glass and a Half’.
“Our first-ever TV advert is a celebration of what makes Joybuy unique: trusted brands, really fast ‘Double 11’ delivery and a joyful shopping experience,” a Joybuy spokesperson said. “We want to tell our story to consumers across the UK and Europe, sharing our unique same-day delivery offer and the great value we offer to our customers.”
The spokesman added the company’s ambition was to “shake up the online shopping industry across Europe”.
Joybuy is also set to run 15-second UEFA sponsorship adverts on various channels, after securing a partnership as the “official e-commerce innovation partner of the UEFA Champions League”.
Joybuy launched in the UK as well as five other European markets last month.
“Our competition is everybody,” Joybuy UK’s country manager and MD Matthew Nobbs told The Grocer at the time.
“It is one-stop shopping. That assortment is curated. I use the term ‘wide as a house’ because the assortment is that wide, and we’ve got 50,000 SKUs already. You should be able to get pretty much everything you’re going to need in your everyday life, and with speed,” Nobbs said.
Double 11 deliveries are made by JD.com’s logistics arm JoyExpress, which launched in the UK in February. Unlike orders made on rivals such as Amazon – which uses a pool of self-employed drivers to courier packages to customers’ doors – JoyExpress will deliver in branded uniforms and vehicles.
It currently covers more than 17 million people – some 4.5 million households – on launch, including those in Greater London, Birmingham, Leicester, Nottingham, Oxford and Cambridge. It will be rolled out to more towns and cities in the coming months.
In the UK, Joybuy’s logistics infrastructure includes self-operated warehouses in Milton Keynes and Luton, with a combined floor area of more than 90,000 square metres. It operates more than 60 warehouses and depots across Europe, supported by thousands of logistics and operations employees.
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