Joybuy launches debut pan-European TV, digital and out of home campaign – with same-day delivery for trusted brands in UK, Germany France, and Benelux
- First TV ad from Joybuy, features JoyExpress courier and its ‘Double 11’ same-day delivery (order by 11am, delivered before 11pm).
- Campaign running across major catch-up platforms including Netflix, Disney+, Sky, ITVX and Channel 4, supported by a European OOH rollout.
- Playful “Joybuy-buy-buy” take on NSYNC’s ‘Bye Bye Bye’ hit song, showcasing high-quality brands like De’Longhi, HP and Sony in everyday scenarios.
London, UK, 31 March 2026: Joybuy, the new online retail destination from JD.com, today launches its first TV and online campaign in selected cities across Europe, introducing its same-day delivery and brand-led shopping experience to new audiences following its launch earlier this month.
In its launch week, Joybuy quickly topped the Apple App Store and Google Play Store shopping charts by app downloads across the UK, Germany, the Netherlands, France, Belgium, and Luxembourg. The Joybuy app, officially launched on 16 March, rapidly ascended the overall ‘All Apps’ chart, experiencing a 1,500% increase in downloads on launch day.
At the heart of the integrated campaign is Joybuy’s TV advert which reimagines NSYNC’s chart-topping track Bye Bye Bye as “Joybuy-buy-buy”, combining dynamic choreography with relatable everyday shopping moments. Filmed in London, it features a character in uniform from JoyExpress, the company’s dedicated last-mile delivery service, and brings Joybuy’s ‘Double 11’ delivery promise to life: order by 11am, delivered before 11pm.
A Joybuy spokesperson said: “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. 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. We’d like to thank everyone who has supported us with this campaign as we shake up the online shopping industry across Europe. Join Joybuy and win at shopping.”
Backed by an investment across Europe, the 30-second advert is running across major catch-up TV platforms including Netflix, Disney+, Sky, ITVX and Channel 4.
The campaign is further amplified through a large-scale out-of-home rollout spanning more than 2,000 sites across Europe, including key cities where Double 11 is available, such as London, Paris, Düsseldorf and Amsterdam. In London, placements include the iconic Piccadilly Lights. Creative executions feature 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 hero products.
Watch the TV advert on YouTube
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About Joybuy
Joybuy is JD.com’s new online retail business in Europe, offering high-quality brands, at great prices, delivered from its own warehouses to the customer’s doorstep, through a speedy and reliable network. Joybuy is a brand-led platform, with products from leading international, European and local brands, available across technology, appliances, beauty, home, grocery and everyday essentials. Its unique “Double 11” delivery service means if shoppers order by 11am, orders will arrive before 11pm the same day, order before 11pm and they arrive the next day, subject to eligibility. Joybuy places the customer at the heart of everything it does and offers 24/7 customer service.
The Joybuy slogan “Don’t just buy, Joybuy”, perfectly captures the mission to fulfil customers’ needs and provide a service that is easy and convenient, but also enjoyable and fun. Officially launched in Europe in March 2026, Joybuy gives customers a more joyful shopping experience in the UK, Germany, the Netherlands, France, Belgium and Luxembourg.
