Kufar / The Horse

"When you don’t need something someone else does" is the positioning of Kufar, the largest classified advertising site in Belarus.

There is a proverbial in Russian saying "Don't look a gift horse in the mouth" which is equivalent to English "Beggars can’t be choosers". It means that one has to put up with a useless gift and keep it for him-/herself.

In this campaign we changed the traditional way of thinking and approach to things, and motivated people to give a second life to useless New Year gifts, which are just money-suckers.

Through the campaign Kufar met 15% growth of website traffic and ad posting by individuals. The brand's social media got filled with viral UGC concerning unwanted New Year's gifts.