eBay Pimp My Ride

Client: eBay

Did you know you can buy a carburettor on eBay? Or an entire car engine? Not many people did. Not until this campaign, at least.   

In fact, eBay is the go-to place for petrol heads to get car parts and accessories. Whether it’s oil, tyres, tailpipes, or a set of 1984 Austin Metro headlights, eBay’s got the lot.  

But with sales stalling, we needed a big new campaign to attract a more mass-driving audience.

But our problem was twofold. The UK is a nation of car ‘repairophobics’ with three-quarters of Brits not feeling confident carrying out even basic car maintenance. But, unfortunately for them, in 2022, the cost-of-living crisis saw a dramatic increase in garage costs.

In times of need, where were the UK’s ‘repairophobics’ turning for help? Social media and YouTube, of course. 

So, we brought back the most iconic car makeover show of all time – straight from mid-noughties MTV – Pimp My Ride - but reinvented for a social-first, mass audience. And in doing so, created a whole load of entertaining eBay branded ‘how-to’ videos based on top online searches.

Aside from the 23 million people reached, the campaign significantly increased consideration for eBay’s Parts and Accessories business, more than doubling over the campaign period.