With great prices across 40,000 local retailers, weekly eBay Tuesdays deals, and free returns on eBay Plus items, the campaign demonstrates that everyone - even those who aren’t used to winning - is a winner on eBay. At launch we focussed on the life and struggles of self-proclaimed villain, ‘Kal the Not So Conqueror’ and his desperate need for a victory - any victory. Kal and his crew may not get to take over the galaxy, or even the world, but they do get to triumph with sweet deals on eBay.

Kal’s plans fail, but savings on latte partay is always a win.

eBay Tuesday deals and Free Returns on eBay are always glorious victories.

The message beamed across the galaxy via OOH, digital and transit media.

Kal and his minions helped the public score instant wins via YouTube Shoppables. With massive direct results!

The conquests continued in social feeds and FYPages.