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 R4,195. The company 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.
Gumtree partnered with comedian Donovan Goliath and his talented violinist partner Davina Gordon who have been creating viral, musical content throughout lockdown.
In the AD, Donovan and Davina team up on this ode to 1990’s R&B; chronicling 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.
Agency: Retroviral, Johannesburg www.retroviral.co.za
Writers and production: Donovan Goliath and Davina Gordon
ECD: Mike Sharman
CD: Kathryn McConnachie
Account Director: Shannon
StraightfillArt Director: Duncan Blackhurst | Bianca Pieterse
Design: Tyler JadeSenior
Community Manager: Gosi Legoale