“Gumtree houses the country’s busiest virtual automotive showroom, with over 1.4 million unique visitors to the site and close to 80 000 cars on display,” says Claire Cobbledick, Head of marketing. “Even if purchased secondhand, there is something about receiving the keys to your dream ride that resonates with all of us.”

To launch these new platforms, Ogilvy PR Cape Town created the #DreamRide competition which was promoted through nine x 30" pieces of video content. “Producing a series allowed us to write separate stories each with a specific consumer and interest set in mind, which gave us an engaging mix of content with humour as the hook,” says Ogilvy PR Cape Town’s creative director Dan Nash.

Within three weeks of going live, Gumtree SA has gained over three million views for its #DreamRide campaign content designed to drive awareness of the online trading site’s new separate social media spaces for its Autos business.

Each episode shows an amusingly extreme individual achieving their dream ride. In Themba’s case, his radical love of soft serve leads him to purchase an ice-cream truck while Jaco’s hectic head-banging response to rock n’ roll gets him some serious air bags in his new vehicle.

“Gumtree is a fun brand and we believe in earning views by genuinely entertaining our audience with Vine-sized clips. Even the staff couldn’t wait to see which car and ad would be uploaded next,” says Cobbledick. “Virality can’t be bought and this is a good demonstration of how an agency can generate buzz by creating content individuals actually want to view.”

The #DreamRide competition closes at Midnight on Thursday, 30 June 2016. Click here to see the Tumblr page for some of the incredible entries so far.

For more information, visit www.gumtree.co.za. Alternatively, connect with them on Facebook or on Twitter.