Based on how the world has been impacted by Covid-19 lockdown restrictions and the economic effect thereof, Gumtree.co.za conducted a survey to ascertain how South Africans could kick start their individual commercial efforts and make some extra cash to get by.
It was determined that the average person had 17 unused items around their home that could be listed on Gumtree for $300. We wanted to celebrate these pre-loved items and create a way of generating talkability that would encourage our target market to also list their items on the platform.
We partnered with comedian Donovan Goliath and his talented violinist partner Davina Gordon who have been creating viral, musical content throughout lockdown. One piece in particular had been shared by Missy Elliot, herself.
Donovan and Davina collaborated on this ode to 1990's R&B; chronicallong the hardships of saying goodbye to one of your favourite pre-loved items, which has attracted more than 20,000 views organically, in the first 24 hours.
This professional campaign titled '#PreLoved Love Songs' was published in South Africa in June, 2020. It was created for the brand: Gumtree, by ad agency: Retroviral. This Integrated medium campaign is related to the Professional Services industry and contains 1 media asset. It was submitted over 3 years ago.
Advertising Agency: Retroviral, Johannesburg, South Africa
Writers and production: Donovan Goliath, Davina Gordon
ECD: Mike Sharman
CD: Kathryn McConnachie
Account Director: Shannon Straightfill
Art Director: Duncan Blackhurst, Bianca Pieterse
Design: Tyler Jade
Senior Community Manager: Gosi Legoale