Kilometers of good stories
In a declining market, Avito Auto faced the challenge of reigniting excitement and interest in the car-buying process—to retain its audience’s attention and maintain a steady flow of leads during the off-season without increasing media budgets.
We built a special project around a collaboration with Xzibit, host of the cult show “Pimp my Ride,” and adapted the familiar format for an interactive environment. Xzibit chose a “Volga” on Avito; users voted on modifications to the car, influencing the tuning process, while Dima Gordei customized the car and shared updates. At the same time, a user-generated content (UGC) feature was integrated into the platform: users shared personal stories related to cars.