Manifest wins Gumtree’s Celebrity Big Brother brief
The new series of Celebrity Big Brother begins on January 7th, with Gumtree’s integrated sponsorship deal integrated before the show – with a selection of items bought by Big Brother from Gumtree – and after, when, for the first time, viewers will have the chance to win furniture from the famous House on the site. at Gumtree.com/CBB. All proceeds from the sale of items in the Celebrity Big Brother house will be donated to charity.
For 8 days in December 2014, Gumtree gave sellers the option to offer their items to Celebrity Big Brother, with over 45,000 items made available for Endemol, the show’s producers, to buy.
Celebrity Big Brother is one of Channel 5’s biggest shows of the year, pulling in an average of three to four million viewers for each show, as fans tune in to see updates and evictions from the House.
Manifest London will be coordinating all media and blogger outreach for Gumtree, as well as providing creative content to bring the sponsorship deal to life online.
Sam Diamond, Head of Brand and Comms at Gumtree commented:
“We were immediately impressed with Manifest’s infectious energy and enthusiasm for the CBB project. This partnership with Channel 5 and Celebrity Big Brother is a hugely exciting prospect for us, and we want to make a big impact. Manifest share that same ambition, and can combine strategic thinking and big ideas, with precise execution. We can’t wait to start working with them.”
The account win comes on the back of a record-breaking year of growth for Manifest London in 2014, which saw the agency pick up new briefs from Samsung, Hailo, Durex and the MTV Staying Alive Foundation, Channel 4, Wild Geese Whiskey and NBC Universal. The agency, named PR Week’s Small Consultancy of the Year in 2013, has doubled its team in the past 18 months and recently launched a content production division, O, which will also be involved in the Gumtree campaign.
Alex Myers, director at Manifest London commented:
“Gumtree is a well-loved brand and a clear leader in its market and it’s amazing to be working with them on one of the most integrated sponsorship campaigns I’ve ever seen. Celebrity Big Brother is always one of the biggest UK television events of the year, so we can’t wait to get stuck in. The Big Brother House has always been just as important as the housemates, shaping the programme and providing its own narrative; it’s very exciting to bring that story to life with Gumtree.”