eBay Pimp My Ride

EssenceMediacom & MTV/Paramount

Client: eBay

We launched eBay’s Parts and Accessories business in the UK by bringing back the most iconic car makeover show of all time: ‘Pimp My Ride’. 

Spotting the trend for noughties nostalgia on social media, we convinced MTV to reinvent the show for a social-first, mass-market audience who don’t know their carburetor from their catalytic converter. 

By using this cultural phenomenon to inspire the nation to have a go with their own cars, we achieved 114 million impressions through PR coverage, and doubled consideration for the brand.  https://www.youtube.com/watch?v=pKzidG0NZLU&t=1s