[In the Picture] Joybuy launches debut campaign for the European market

Joybuy, JD.com’s new European online store, is launching its first large-scale advertising campaign. An ad will be visible across Europe on streaming platforms and in public spaces.

“Joybuy-buy-buy”

In the campaign, the retailer is focusing on fast delivery and introducing products from well-known brands to a wider audience. The campaign follows Joybuy’s official international launch earlier this month. The online store was previously active in the Netherlands and the UK, originally under the name Ochama.

The commercial will appear on major streaming platforms such as Netflix, Disney+, HBO Max, as well as national streaming services. The company is bypassing traditional TV channels. In addition to the digital campaign, Joybuy is rolling out a large-scale outdoor campaign on digital screens at more than two thousand locations across Europe.

The commercial uses a remix of the 2000s hit “Bye Bye Bye” by *NSYNC, but altered to “Joybuy-buy-buy.” In addition to “everyday” online shopping scenes, the JoyExpress delivery person also plays a prominent role in the commercial: Joybuy thus underscores its promise of “Double 11” delivery—in certain regions, the platform offers “order by 11:00 a.m., delivered by 11:00 p.m.”