eBay - Bangers: Mad For Cars
Channel 4, Plum Pictures, Imhotep Studios and EssenceMediacom UK
Client: eBay
What about an entire car engine? In fact, eBay is the go-to place for petrolheads to get car parts and accessories. Whether it’s oil, tyres, tailpipes, vinyls, or a set of 1984 Austin Metro headlights, eBay’s got the lot. But the car parts market was changing, and eBay wasn’t keeping up. Post-pandemic more novices were fixing their cars for the first time, but they weren’t choosing eBay. It’s share of the category was in decline. The problem was that it had maxed out with car experts but to grow we needed to win with this modern car audience. And so, jumping into a huge gap left by the demise of BBC’s Top Gear, we created a new, modern, car-culture narrative designed for a younger, diverse audience. ‘Bangers: Mad for Cars’ brought together passionate, diverse talent in a show that was a million miles away from Top Gear. It engaged the modern car audience shifting all the brand metrics we wanted to shift, and getting our client back on track in this vital sector.