Amru – Oops, It’s Gone.
 

Brief: Launch a new car buying and selling platform in an ultra-competitive market dominated by well-established players

Insight: When I decide to sell my car, I want it gone as fast as possible—I don’t want it lingering in my driveway.

Idea: The moment a listing goes live, the car seems to vanish instantly.

Story:  The car disappears—sometimes at the most inconvenient moment.

Media: TV and OLV, cross-promotion with Maxim magazine, and a collaboration with the pop trio Nikita.

Results: Research showed a 90% like rate for most of the videos. The campaign disrupted the market, propelling the digital startup from scratch to the top spot in just six months. By the end of the year, the app had been downloaded over 1 million times, making it one of the top 3 most downloaded business apps in Russia (App Annie research).