Gumtree kicks off Celebrity Big Brother 2015 sponsorship
Classified ads website Gumtree has been named as sponsor of Celebrity Big Brother 2015, kicking off with the show’s launch later tonight with a series of creative idents featuring everyday items from the famous house.
The 28 idents were created by Fold7 and dovetails with a wider integration strategy between the teo businesses whereby Gumtree offered 50,000 items on sale via its website for purchase by producers of the show.
In the aftermath of this year’s run these items will again be flogged via Gumtree giving viewers the chance to own objects used by the cohort of celebrities during their stay in the locked house, with all proceeds being donated to charity.
Sam Diamond, head of brand and comms at Gumtree.com commented: “Fold7 immediately understood and shared our belief that the furniture in the CBB house is just as important as the people in it. We’ve had a lot of fun giving inanimate objects celebrity-sized egos, and we’re sure the campaign will reflect the fun nature of the show.
To capitalise on the partnership Gumtree has appointed Manifest London to promote its sponsorships of Celebrity Big Brother 2015 following a competitive pitch. Recommended Agencies Register brokered the deal.
Gumtree also also premiered an accompanying advert during live tweeting from the launch night, providing comment on the likes of Keith Chegwin and Katie Hopkins as they entered Britain's most famous house.
Only a few hours left to make sure your name is in the hat to go to the launch night of Celebrity Big Brother http://t.co/uI45tnaxVk
— Gumtree.com (@Gumtree) January 2, 2015