Last week saw Gumtree claim the title of Best Use of Sponsorship at the annual Thinkbox TV Planning Awards, overcoming stiff competition including McDonald’s and Bosch. The campaign won praise from the judges for being a truly integrated sponsorship of Celebrity Big Brother which delivered “a really big ingenious idea”. The campaign included idents across all associated programming, bespoke promotional spots, online takeovers, social media, exclusive competitions, the use of the CBB IP and Big Brother himself using Gumtree to furnish the most famous house in Britain. The sum of which was a campaign with personality – “sponsorship as it should be done” according to the panel – which drove strong business results. You can see the full details here!
